Bacardi was launching their first spiced rum as a competitor to Captain Morgan. They needed to increase awareness and keep their brand top-of-mind while customers were deciding which drink to purchase. They also needed to build awareness with bar owners to increase distribution.
Bacardi used Taiv to increase on-premise sales by specifically targeting bars that carried the product. Their ad played on 200 screens, every commercial break at the point of purchase.
Bacardi also targeted high-value accounts that did not yet carry Bacardi Spiced in order to build awareness and help them sell-in to these accounts.