Bacardi Carta Fuego heats things up with FuegoFace campaign from Redpill

After the game, Wright produces a bottle of Carta Fuego, fills three shot glasses and adds a few drops of Tabasco® sauce to each shot. We then witness how the trio react to the fiery shot in slow motion, a concept which Redpill’s creative director, Liam Corrigan, branded the #FuegoFace.

The agency have successfully used YouTube, Facebook and Twitter to encourage consumers to upload their reactions to the fiery shot using the hashtag #FuegoFace. On the day the video went live, 30th September, it was viewed 5.2M times on Facebook, trended on Twitter, with Ian Wright’s tweet alone earning 783 retweets and over 1000 favourites. Since then, the full-length asset has trended on YouTube with over 3.7K likes against 15 dislikes.

Lisa Jazwinski, director of Bacardi, Europe, said: “Redpill’s social team engineered a multi-faceted social strategy which evolved over the course of the campaign for sustained engagement and genuine brand/fan value. It’s fantastic to be investing in this league of content ­– that our audience actually watch and share on social media, as opposed to run-of-the-mill ads.”

Redpill won the brief for Bacardi Carta Fuego in January and created the launch promo for the spiced rum spirit drink on YouTube. The video gained over 1.5 million views and was voted ‘ad of the week’ by The Drum readers. This was followed by the second phase of the campaign - the Fuego Face concept – which shows real reactions to a shot of Fuego, filmed at two hundred frames per second.