Bacardi Aims To Put The Horror Back Into Halloween

Just when you thought it was safe to go back to Halloween, Bacardi want to rattle your nerves with The Zombie.

By: Tiff Christie|October 2,2018

If you haven’t put much thought into Halloween as of yet, don’t get too concerned, as the Rum brand Bacardi would seem to have you covered.

Yes, little ghouls and goblins, the brand has just launched their Halloween promotion with a scary little video and a signature cocktail to soothe the nerves.

In true ‘this-won’t-end-well’ tradition, the ad provides a first-person view of someone inserting a mysterious videotape (aptly marked with the brand’s bat logo) into a 1950’s era TV.

A “very delicious, very haunted” Halloween cocktail waits on the other side for viewers who dare to watch the full video, the brand says.

At this time of year, Bacardi makes the most of their Bat logo, by ensuring that everyone can get into the spectral spirit with a little Bacardi on hand.

During the Northern Hemisphere summer, Bacardi has utilised their “Do What Moves You,” slogan which they are extending and ramping this theme up for Halloween. Instead of being moved to dance, the brand is hoping that the spooky new Halloween cocktail film will move people in a different way.

Inspired by horror classics like The Shining, The Ring, Saw and Psycho, the video is more than your top-down recipe video. After all, there’s nothing like old school horror flicks to make people jump out of their seats.

“The Zombie” is not designed as a big campaign, but simply entertainment, says Bacardi’s Director of Creative Excellence Laila Mignoni.

“Halloween is the second biggest night out in the U.S. after New Year’s Eve and we wanted to do something different just to have fun,” she says.

Mignoni said they didn’t want the video to be shot like an ad, so they enlisted the help of a production house specialising in horror films.

“It was like being in a haunted house,” she recalled. “The production was even a little bit scary.”

The film by BBDO New York,  transports viewers into a first-person POV of someone inserting a mysterious videotape (aptly marked with the brand’s bat logo) that plays instructions for the creepy BACARDÍ Zombie cocktail using jarring, horror-inspired props and camera techniques.

The mood truly escalates when the character from the tape suddenly appears in the living room with the viewer, creating a thriller within a thriller.

“We want to sell rum, but also make that emotional connection, to always be relevant with our audience, to innovate and be creative and to embrace technology,” Mignoni says.

So if you’re doing a bit of a ghoulish soiree at the end of this month, keep this recipe in mind for your home bar repertoire.

“The Zombie” recipe:


  • 2 parts BACARDÍ Superior
  • 1 3/4 parts BACARDÍ Gold
  • 1 part Triple Sec
  • 2 parts Orange Juice
  • 1 part Lime Juice
  • 1 part Simple Syrup
  • 1/4 part Grenadine


Pour all ingredients into a shaker full of ice and shake vigorously. Strain and pour into a highball glass filled with ice and stir.

Garnish with an Orange slice and a Cherry

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