We built on an iconic, global brand’s foundations (1862), re-igniting the culture and passion within the business by creating a cultural movement. To unleash the power within the organisation and help Bacardi employees (or Primos as they call them) realise their full potential and drive growth, it needed to re-ignite its entrepreneurial spirit. To kickstart this process we helped Bacardi define how they would bring the pillars to life by launching a series of high-energy local and global culture hacks. To mark the launch, we created an innovative moment in time that united the whole Bacardi family. We sent employees Back to the Bar – Bacardi’s very own version of ‘walking the factory floor’ which brought employees closer to consumers. Throughout the campaign we put employees at the heart of the story.