Founded in Santiago, Cuba in 1862, Bacardi is renowned and revered as one of the world's most popular and established beverage brands, yet as a corporation it is also at the leading edge in terms of its product innovations and concepts.

One thing that Bacardi understands is that even its best product ideas won't survive without effective marketing and promotion. To this end, Bacardi needed a comprehensive and compelling online marketing campaign to coincide with the launch of its new orange-flavored run, Bacardi O.

To get the word our and generate interest in this new product, THAT Agency developed a global interactive email campaign, numerous banner ads and a promotional Internet site revolving around a central theme 'Are you type O'. As a means to extend the brand to new customers, visitors to BacardiO.com could send their friends a Flash-generated O vite* directly from the site as well as look up drink recipes or opt-in to the Bacardi mailing list.

Today, the site we designed no longer exists, but Bacardi O can be found in just about any bar, restaurant or liquor store in the country. We like to believe we played a big role in fostering that success.