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.