Bacardi has recruited Mexican actor Cristo Fernández once more, to front a World Cup-related activation in the US for tequila brand Cazadores.
The brand owner has created Cazadores ‘fan cards’, which are each linked to a signature serve that features the tequila as their base. Consumers can complete a quiz on the brand’s website to be allocated a card – or “carded by Cristo” – and to be sent a recipe.
“Each card celebrates a distinct type of fan energy, creating a new language around fandom, culture and community while inviting fans to discover where they fit in the lineup,” Bacardi said.
Bacardi has recorded a series of videos with Fernández, including a launch advert (below) and “surprise carding moments” with consumers that will be shared on Instagram and Facebook alongside campaign imagery.
Alongside the digital activations, Fernández will be attending unspecified, “surprise” events, meeting fans and giving out the cards. Bacardi is also selling branded ‘fútbol’ jerseys “in select markets” during the North American summer period.
Last year, Bacardi timed a similar soccer-themed activation for Cazadores in the US to coincide with the later stages of FIFA’s Club World Cup tournament in the country.
