Summer isn’t here just yet, but Bacardi got the party started early on April 26 with a NEON Brunch event that celebrated the launch of its new warm-weather varietal, Bacardi Lime. The experience took place at a rooftop bar at Moxy Times Square, where Bacardi’s youthful target and a crew of influencers enjoyed playful photo ops, bites and, of course, craft cocktails featuring the new product. The event helped highlight the tagline “Do What Moves You,” a nod to the value the brand places on self-expression.
Lime-inspired experience design was at the heart of the activation, from fresh greenery to green décor elements to a real-life lime tree brought in for the event surrounded by baskets of fresh limes. Food and beverage followed suit. In addition to brunch staples like chicken and waffle bites, Bacardi served items including mini key lime pies, chocolate-dipped green apple slices and lime cotton candy. Cocktail options included Bacardi Lime Coolers, Bacardi Lime & Soda, Bacardi Lime Mojitos and Sparkling Hibiscus Limeade (sign us up.)
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Insta-worthy moments were also plentiful. The most popular among them proved to be an installation featuring a neon version of Bacardi’s iconic batwings surrounded by greenery, as well as a mobile photo booth roaming the venue that gave attendees an opportunity to snap a playful GIF. A rotating couch carousel bearing neon-green lights and offering panoramic views of the city was a hit, too. Influencers posting from the event, including a green dress-clad Olivia Culpo, and Darnell Holguin, winner of the 2017 Bacardi U.S. Legacy (a global cocktail competition), helped amplify the live experience on social.
Rounding out the NEON Brunch event were lime-green, reusable metal straws gifted to attendees, highlighting Bacardi’s goal to eliminate single-use plastic straws in partnership with Lonely Whale.
“We know that millennials love experiences—right now experiences are the new cash,” says Roberto Ramirez Laverde, vp-Bacardi North America. “So we wanted to create something that was engaging and really, really relatable for them. We also know that brunch is a great occasion for them. You can see how brunches have been increasingly developing across the country, so we thought it was a perfect time and place to do [the event]. It’s a very natural drinking occasion for this target.” Agency: StudioHS, New York City.