As temperatures increase, brands are coming out with more and more summer-themed ads. The latest ad campaign from liquor brand Bacardi features a summery town -- but all the residents are trapped in what appear to be looping images, popularized by Instagram’s Boomerang. Once they add in some Bacardi, the people are able to break free and enjoy the summer. So what do consumers think of the ad? We asked 1,000 respondents about their liquor buying preferences and then tested the ad to see if it made any impact.
In Ask Your Target Market’s latest online survey, 20% of respondents said that they purchase alcohol, either for home use or when going out, at least a few times per week. 27% purchase alcohol a few times per month. 13% do so a few times every three months. 14% said they buy alcohol less frequently than once every three months. And 26% said they aren’t alcoholic beverage consumers at all.Of those who purchase alcohol at least on occasion, 63% said they have tried Bacardi. And 23% said they purchase Bacardi regularly. In terms of regular consumers, only Smirnoff and Jack Daniels were more popular with liquor consumers than Bacardi.
Overall, 12% of alcohol consumers said that they would be certain or practically certain about choosing Bacardi for their next purchase. And 21% said that it would be very probable. Of those who viewed the Bacardi ad, 15% said they would be certain or practically certain about choosing Bacardi. And 22% said it would be very probable.In addition, 50% of respondents who viewed the ad said they currently have an Instagram account. Of those Instagram users, 19% said they would be certain or practically certain about choosing Bacardi for their next alcohol purchase after viewing the ad. And 25% said it would be very probable.
Bacardi Brand Attributes
In general, respondents tend to see Bacardi as a fun, smooth, quality, strong and popular brand. And those who viewed the Bacardi ad were even more likely to describe the brand as fun. But they also were likely to associate Bacardi with words like party, exciting and tropical.
The latest Bacardi ad does seem to have a positive impact on consumers as a whole. It had an even bigger impact on Instagram users specifically, suggesting that it could be beneficial for the brand to target those users. The easy answer would be for the brand to actually include the ad on Instagram itself. But in that case it might need a shorter or modified format. However, the ad certainly didn’t have a negative impact on other respondents, so it’s not as if it will be seen as confusing or alienating. So if the company includes the ad on programming or websites aimed at millennials, creatives and others who are likely to use Instagram, it could potentially boost the impact of its messaging.You can view the complete survey results in the widget below and be sure to click “Open Full Report” to take advantage of all the chart and filter options.Photo Credit: Bacardi Rum by Ed Ivanushkin under CC BY-SA 2.0What do you want to know? If you need some consumer insights on a particular topic, let us know in the comments below and we’ll consider it for an upcoming survey post.
Results were collected on June 7 via AYTM’s online survey panel.