The company wants to show that saving the environment can be interesting and fun.
In partnership with ocean saver Lonely Whale, the famous rum maker will clean up the world of single-use plastic straws for cocktails. They will be collected from 55 bars in the US, after which they will be processed into limited edition records.
The records will include compositions by the trio Major Lazer, performing in the genre of electronic music, as well as the Brazilian performer Anitta. The records will go on sale on December 3rd on the website LonelyWhale.com. All proceeds from sales will go to the needs of the organization.
Dubbed "Straw Vinyl", the ad campaign is part of the brand's commitment to recycle 1 billion single-use plastic straws by the end of next year. Straws are one of the attributes of rum cocktails, so who better than Bacardi to play with this theme. Starting from November 11th, special containers for collecting used straws will appear in bars, and a short animation will be shown to visitors explaining the essence of the promotion.
Up to 8 million tons of plastic are thrown into the oceans every year. Such a huge figure can simply frighten, it seems to ordinary people that it is already impossible to change anything. But with such an advertising campaign, Bacardi hopes to show consumers that they can solve the problem of plastics. And everything can be done in a fun and interesting way. Company marketing is generally very closely associated with music and entertainment.
This is not the first time that big-name brands have made the fight against plastic the basis of their advertising campaign. So, in June, the beer brand Corona launched a campaign to celebrate World Oceans Day with the “Pay with Plastic” program, under which beer could be paid for with plastic waste in some stores and bars. Companies such as McDonald's, Procter & Gamble, Mondelez, Coca-Cola and PepsiCo have joined the fight against plastic pollution. Unilever has promised to halve its use of plastic by 2025. And Adidas will use only recycled plastic by 2024.