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Bacardi’s Book Club

Integrated campaign - Bacardi

Challenge

For Bacardi’s 150th anniversary, Bacardi Belgium opened a speakeasy in Antwerp. We had to make it the talk of the town – without inviting everyone.

Idea

Enter the speakeasy through a hidden doorway behind a bookcase in a fake shop, “The Book Club” – but only if you have the key or know the password.

Result

Awareness among a select target audience of famous Flemish Belgians. And lots of coverage in the Belgian media.

“Ceci n’est pas une librairie…”
(Feeling.be, 2011)


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