The Drum Awards for Marketing - Extended Deadline

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By Michael Feeley, Founder and chief exec

May 1, 2015 | 1 min read

Leading rum brand BACARDÍ has released an ultra-slow motion social video to promote the launch of its new BACARDÍ Carta Fuego drink.

Created and seeded by London’s social video specialists REDPILL the video takes viewers on a journey through the taste experience of doing a shot of Fuego (the Spanish word for ‘fire’) from the initial blast of heat to the smoothness of the finish.

Using a Phantom Flex camera shooting at up to 2,500 frames per second and a team of skilled pyros, every high-definition detail of a Carta Fuego bottle re-assembling itself in super slow motion was captured to end the video with a moment of true awe, accompanied by the hastag ‘#BringTheHeat’.

Liam Corrigan, creative director at REDPILL, said: ‘BACARDÍ Carta Fuego is an exciting product and our production team have meticulously planned and executed an energetic social video that captures the Fuego taste experience. Coupled with our targeted social seeding strategy, the content is set to trend across the social web.”

BACARDÍ Carta Fuego is now available in major supermarkets, pubs and bars throughout the UK.

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