The campaign saw three musical giants select three up and coming acts to mentor, culminating in a huge party at Village Underground hosted by Nick Grimshaw which saw all six acts perform. Joe Goddard of Hot Chip selected Jessie Ware, Friendly Fires chose AlunaGeorge while Mylo picked Ronika. instinct pr were briefed to amplify the BACARDI Beginnings 150th birthday campaign.

instinct managed all media for this campaign, including media profiling of the six acts, securing media worthy celebrity attendance, managing all press on the night of the party (and a guest list of 1,000+!) and securing post-event coverage of the acts together in the studios. Coverage highlights included The Independent, Grazia, Scout, Q and The Sun.

“The Instinct team were integral to the success of BACARDI Beginnings. They worked tirelessly to ensure that we had influential journalists and opinion leaders at the launch party, and followed up with tenacity to ensure that the press coverage was BACARDI credited and full of key messages.”

Greg Jones, Co-Founder of Glass Jar