Case Study: BACARDÍ reclaims market leadership and reconnects with 20‑somethings with Snapchat

BACARDÍ finds its way back to the young generation’s heart and drives effective results across every brand funnel metric

BACARDÍ set out to refresh its brand with young adults in Germany, aiming to reconnect with people in their 20s by embedding the "Do What Moves You" message into cultural and drink‑choice moments. The challenge was to modernize the brand image and win back relevance with a younger audience.

They ran a Snapchat‑only campaign using Reach & Frequency Lenses (10 weeks, 2.5M+ Snapchatters reached, 103 years combined playtime), optimized Snap Ads & unskippable Commercials, and Always‑On and festival Filters (including a "Greetings from Parookaville" on‑site filter with a 24% share rate). The campaign drove strong funnel lifts — awareness +26 pts, ad‑message association +13 pts, purchase intent up +6 pts overall (and +8 pts among 18–20-year-olds) — and helped BACARDÍ regain market leadership in Germany.

Bacardi