YCN Brief to make Bacardi a relevant choice for 18-24 year old guys.
Bacardi Oakheart is a product that has already captured the attention of the target market, so this is the product I have choosen to use. With Bacardi having apparent negative connotations and associations, the only way to banish these opinions is to make the product catch the consumer’s eye for a new reason.
Therefore I have renamed Bacardi Oakheart ‘BOSS’, standing for Bacardi Oakheart Spiced Spirit. The word boss is a slang term used to say something is awesome.
This new name paired with a very unique container makes for a compelling way of selling the product to a new market. It will stand out from its competitors because it is a novelty, manly item that the target audience will want to buy.