Bacardi Breezer is largely perceived as a lady’s drink, with colorful flavours and a low alcohol content. Bacardi wanted the Breezer to entice more than just the fairer sex. The idea was to position Bacardi Breezer as a gateway drink. Something that gets the party going. Something to usher in the wild times – the fruity alcoholic beverage that everyone enjoys before the hard liquor knocks people senseless.

 

AND SO IT BEGINS… made Bacardi Breezer the perfect start to every crazy night. Being open-ended, it gave the consumers a sense of control over the madness that was to follow.

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The print campaign carried four colourful stories, again left open to match the reader's imagination. They spoke of chance meetings, stretched one-night stands, party raiding cops and people generally being gay.