Remixology

Ready-to-drink beverages compete heavily on flavour, convenience and seasonal promotions, making it difficult to create meaningful engagement beyond the point of purchase. Bacardí wanted to strengthen its long-standing connection with music while increasing consideration for its RTD range through an idea people could actively participate in and share. I created Remixology, turning music from a sponsorship asset into a consumer-led experience. Remixology is a partnership between Bacardí and Suno AI that turns every Bacardí moment into an original soundtrack. After scanning a QR code on participating RTDs or rum bottles, consumers answer a few prompts about their drink, mood and occasion. By integrating Suno’s API, we enabled users to generate unique AI-produced tracks, complete with custom artwork. Selected tracks are then published across Bacardí’s official Instagram and TikTok channels as Original Audio, giving people something personal they can create, share and build on. Every remix published using #Remixology is eligible to be featured on Bacardí’s social channels. Featured creators receive a Bacardí Remixology Home Party Kit filled with RTDs, Carta Blanca rum, branded bar accessories and merchandise to host their own event. I designed the mechanic to create a continuous loop between product trial, creator content, user-generated content and social participation, while every published remix also becomes an entry into the grand prize draw. The campaign culminates with the Ultimate Remixology Experience, sending one winner and three friends to Miami for a private Bacardí party featuring international DJs, exclusive performances and the premiere of their professionally mastered remix. We developed Remixology as an integrated campaign platform connecting packaging, digital product, creator marketing, social content and live experience through one clear consumer journey, showing how a single creative idea can scale across every major brand touchpoint.