In partnership with MTV, BACARDÍ launched a 360-degree campaign that celebrated the 50th anniversary of hip-hop and highlighted the brand’s longstanding roots within the genre. Leading up to and throughout the ceremony, BACARDÍ executed several VMA programs, including:
· Bacardi x MTV Limited Edition Bottle: Featuring a specialty design that honors the historic hip-hop anniversary. Only 1,000 of these collector’s items were made available for purchase nationwide and each bottle included a QR code that gave fans a chance to win tickets to this year’s VMA ceremony.
· Bacardi Vintage: On Sept. 7th and 8th, BACARDÍ hosted a shoppable retrospective of hip-hop fashion from the 80s through today, stocked by the sneakerheads at Stadium Goods and New York’s premiere vintage purveyor Metropolis. The two day pop-up event was attended by Ashanti, DJ Premier, Don Toliver, and more, and featured the signature BACARDÍ VMA cocktails and exclusive merch designed by Stadium Goods.
The Official Cocktail of the VMAs: The Mojito Mo-Problems was the VMAs first-ever signature cocktail, made with BACARDÍ Superior rum, club soda, lime juice, mint and passionfruit syrups, and garnished with fresh mint leaves. In addition, Bacardi x MTV That Mango Fuego and Bacardi x MTV 808 were served to the stars and fans alike at the branded bar through the ceremony.
· Bacardi x MTV in-show content: At the top of the VMA broadcast, Bacardi x MTV debuted a custom ad spot starring rapper Don Toliver and the legendary DJ Premier, honoring the 50th Anniversary of Hip-Hop and the influence Bacardi x MTV has had on some of the genre’s most memorable lyrics. To celebrate his participation, Don Toliver posed with fans at the Bacardi x MTV fan pit where everyone was surprised with a ticket to the ceremony. To close off the show, the spot played before a Bacardi x MTV sponsored tribute performance to the 50th anniversary of hip-hop including Nicki Minaj, Lil Wayne, DMC, LL Cool J, Douge E. Fresh, and Grandmaster Flash and the Furious Five.