Bacardi Breezer: How 'True Stories' created a category and transformed a company
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.