Bacardi to work with FCB for global China-led project

Bacardi has appointed FCB to handle a global project out of China following a three-agency pitch.

Bacardi: set to test new product in China
Bacardi: set to test new product in China

JWT and Wieden+Kennedy also competed for the business. R3 managed the process, but was unavailable for comment on the result.

It is understood that the project will centre on the development of a new product and will be led from Hong Kong. China will serve as the test market for the product.

Matt Djokovic, Bacardi’s innovation director for Asia-Pacific, and Edward Bell, FCB’s Greater China chief executive, declined to comment on the development.

Bacardi has seen notable success in the ready-to-drink (RTD) category in China, which it led with a 44 per cent share of volume in 2013, according to Euromonitor.

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