Casa Bacardi

Multi-Music Festival Activation

April - October 2024

Role: Experiential + Creative Producer

Overview

Casa Bacardi’s festival activation brought the brand’s vibrant Caribbean spirit to life through immersive design, high-energy music programming, and engaging interactive experiences. The space served as both a cultural hub and a social destination, offering festival-goers a blend of music, mixology, and brand storytelling that reinforced Bacardi’s position as a leader in lifestyle-driven brand activations. The activation toured many multiple top-tier festivals: including Dreamville, Sueños, Lollapalooza, Outside Lands, and more.

Objective

To create an unforgettable on-site brand experience that deepened emotional connections with festival audiences, showcased Bacardi’s heritage and vibrant personality, and drove social amplification by encouraging content creation and sharing.

Key Achievements

  • Designed and executed a visually striking footprint that reflected Bacardi’s heritage while aligning with festival culture and trends.

  • Integrated live DJ performances, interactive mixology stations, and social media-worthy photo moments to maximize dwell time and brand engagement.

  • Streamlined operations to ensure smooth guest flow and optimal capacity management throughout the event.

  • Coordinated cross-functional teams, including production, creative, and brand partners, to deliver a seamless activation from concept to execution.

Impact

  • Increased brand visibility and engagement, resulting in significant social media impressions and organic user-generated content.

  • Strengthened festival-goer perception of Bacardi as an authentic, culturally relevant brand.

  • Enhanced emotional brand connection through immersive storytelling and shared experiences.

  • Drove higher-than-anticipated visitor dwell time, reflecting strong consumer interest and activation appeal.

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