BACARDI > Untameable Fan > 


Bacardi has a history of overcoming disasters and political/cultural turmoil yet becoming the world's most awarded rum. This spirit birthed the “Untameable since 1863” tagline, and the spark for our two-pronged strategy to infuse that spirit into the World Cup, by focusing on the fans.
Press, Earned Media, Publicity, Digital, User Generated Content

Part 1: Make it the law
First we made a media splash with a petition to legally require employers to allow World Cup viewing breaks during the work week.

Part 2: Contest Website : Prove your dedication
We found the most "untamable" soccer fanatics in the world by asking them to sacrifice their most prized possessions in exchange for free tickets to World Cup. The winners were voted on via social media and spent the greatest weekend of their lives in Brazil.