Bacardi Breezer: How 'True Stories' created a category and transformed a company - Effectiveness Awards Case Study 1998

Brief Description: A new market sector was created and a company's culture changed with the introduction into the UK market of Bacardi Breezer. Launched in Tyne Tees in 1993 into a cooler market not yet in existence in the UK. It was so successful it was launched nationally in Spring 1994. Initially consumer response was not positive, as the product was competing in the beer market. TV and radio were used to position the product as cutting-edge and innovative. Sales went up by 440%. Modelling showed a direct link between success and the advertising. ;---(TAGS)--- Full Title: I'm telling you that's the way it happened! How 'true stories' created a category and transformed a company ; Number: 1998/32 ; Brand Name: Bacardi Breezer ; Client: Bacardi-Martini UK ; IPA_ProductCoding: Drink (Alcoholic drinks - all) ; Drink (Ready-to-drink RTDs) ; Agency: McCann Erickson ; Author: Jeremy Diamond ;