Bacardi unwrap the bacardi.com portal

It was nice to see that Bacardi have officially unwrapped the bacardi.com portal. Congratulations for a fantastic site.

Two years ago we developed a strategy and solution to help Bacardi address their business needs.  

Bacardi globally had over 50 local websites each with their own look and feel creating an inconsistent message to consumers throughout the world.  To address this our solution included a portal which would allow a globally consistent look and feel which can be controlled by the Global Brand Team centrally.

The Local Marketing Teams however wished to have control over the campaigns which they ran and needed a quick way to maintain this promotional activity carried out in their own market.  To accommodate this, our solution allowed for each local market to have access to a number of locally based micro-sites which met the portal standards we prepared and so fitted into the global portal.

In addition to these two key elements of our solution there were numerous other technology advances which met the marketing and business needs including deep linking of domain names so that http://www.bacardi.com/uk/blive/competition would take a consumer directly to the UK B-Live competitions page without the need to navigate there from the home page, making the consumer experience so much easier and getting consumers directly to the content they are interested in.

We planned the global implementation and managed the implementation of this portal and the launch of the UK and USA micro-sites in May and June 2007.

Our solution met and still meets all the requirements of Bacardi Global Brands and the Local Marketing companies to provide an incredibly flexible, globally consistent brand experience to their consumers throughout the world.