Campaign concept for Bacardi
TAILS Cocktails
A poster concept that challenges the idea that easy cocktails cannot be premium. The product benefit becomes the argument, not an apology.
TAILS Cocktails is a Bacardi product that makes cocktails more accessible to businesses and consumers through premixed recipes.
The creative challenge was the perception that premixed cocktails are lower quality or less sophisticated than drinks made from scratch. The concept needed to make convenience feel like a benefit rather than an apology.
I proposed a poster campaign for the establishments where the drinks are served. The work uses the product and its serving context to present TAILS as an easy route to a premium cocktail experience. Although this concept was never used, I included it as a personal favorite.
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