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.

Tags

Related Articles

Just Published

1 hour ago

Crafty beer campaign in Vietnam swaps cheap brews ...

Vietnamese Belgian-style brewers Belgo figured out how to get people to take a chance on their more expensive, premium product.

2 hours ago

Move and win roundup: Week of November 28, 2022

Plus, news from Samsung, Xiaomi, The One Centre, Bonsey Jaden, and more to come in Campaign Asia-Pacific’s weekly round-up of account wins and people hires.

2 hours ago

It’s time to get intentional with sustainability ...

Even if climate stories are not considered ‘sexy’ by publications, comms professionals have a big role to play, according to a senior consultant at Mutant