By Sacha Delfosse
Bacardi Lion held a fundraising event, ‘Mix It To Fix It’, at Sydney’s Café Pacifico on August 29, which raised $4,750 for the National Breast Cancer Foundation.
Ten of Sydney’s finest female bartenders were invited to compete in order to see who could create the best pink drink.
The top three then progressed to a mystery box round, with Linn Johansen from Grandma’s bar emerging as the winner.
Apart from Johansen, the other competing bartenders were Natalie Ng from Hugo’s Bar Pizza, Sarah Robinson from The Loft, Aasha Sinha from Café Pacifico, Maryanne Edward from The Ivy, Oui Chattanasenee from Café Sydney, Misha Bonova from Stitch Bar, Priscilla Leong from Pocket Bar, Jessica Arnott from Victoria Room and Henrietta Kennedy from Goldfish.
Over 150 people attended, paying $30 a ticket, which included four drink vouchers and finger food.
The event was hosted by Bacardi Lion brand ambassadors, Loy Catada and Jeremy Shipley.
Bacardi Lion has also unleashed a new marketing campaign for Bacardi Rum that celebrates social interaction and encourages consumers to get together for a drink.
The campaign is spearheaded by a 60-second TVC promoting the ‘Bacardi Together Manifesto’.
In addition to the ATL campaign, the company will be extending its brand positioning through social media, sponsorships, promotions and experiential activity, with a year round calendar of activity planned.
The campaign also has strong focus on educating consumers about classic cocktails such as the Mojito, Piña Colada, Daiquiri and Cuba, with the cocktails’ recipes, and the story behind them, being featured in various consumer and lifestyle print titles.
“Bacardi Together is one of our strongest communications platforms yet and we’re extremely proud of how this multi-tiered marketing campaign will be rolled out across all channels,” Bacardi brand manager, Alex Merry, said.