Clients

Client - Bacardi USA
Product - Bacardi® Dragon Berry^TM Rum

Problem
In May 2009, Bacardi, the world's leading producer of flavored rums, introduced Bacardi Dragon Berry^TM Flavored Rum, which mixes the familiar, sweet taste of strawberry with dragon fruit, an obscure, yet emerging, tropical flavor in the superfruit category. Dragon fruit is relatively unknown to the general public. Bacardi's challenge was to get consumers to try the flavor, a vital component to driving sales. In an attempt to gain retailer support, generate trial, and create awareness about Dragon Berry^TM Rum, Bacardi set out to find a marketing tool that could properly and effectively engage the consumer with the new flavored liquor.

Solution
Bacardi turned to First Flavor and its Peel ‘n Taste® flavor strips as the solution to Dragon Berry^TM Rum's marketing needs: an innovative sampling device to drive trial, ultimately diving sales. Outta-the-Box designed dispensers were affixed to display header cards for in-store sampling purposes. A recipe card for Dragon Berry^TM Rum & Ginger Ale mixed drink was dispensed and had a Dragon Berry^TM Rum & Ginger Ale Peel ‘n Taste® flavor strip affixed. This sampling method is an effective way of engaging consumers and communicating how to use Dragon Berry^TM Rum to create a great tasting cocktail.