NATIONAL ADDYS / FEATURED IN TED’S “20 WORDS NOT YET IN THE DICTIONARY”

Work done while at Wunderman Thompson

Uber Biketender 
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THE SITUATION

Bacardi's St-Germain is a liqueur brand that had become instantly popular with bartenders upon launch, yet growth had slowed. Known often as bartender’s duct-tape, it found itself as an ingredient brand with a consumer awareness problem. 

THE SOLUTION

To reintroduce the brand, we built a campaign that pushed against the crowded nightlife filled with big spending brands, and “Vive the Daylife” was born. It was a mantra to slow down and savor life's beautiful moments.

We introduced the occasion to culture by delivering cocktails by bike with an army of “Biketenders,” powered by Uber. We seamlessly drove e-commerce though an influencer campaign and unique partnerships with Minibar and OpenTable.