BACARDÍ Triangle

ROLE: GLOBAL PROJECT MANAGEMENT AT BACARDÍ

I led global project management for BACARDÍ Triangle, one of the most ambitious culture-led brand activations in the spirits category, while also overseeing the UK PR, partnerships and music strategy. The activation was designed to reposition BACARDÍ as a bold, premium and culturally dominant brand, translating its Untameable heritage into a modern, experiential platform with global earned impact.

BACARDÍ Triangle was conceived as a once-in-a-lifetime experience, bringing together music, travel, storytelling and spectacle, and culminating in a three-day immersive event on a private island off the coast of Puerto Rico. The programme was built to generate cultural conversation, earned media at scale and long-term brand equity well beyond the event itself.

The Challenge

The brief demanded precision at both global and local levels:

Deliver a highly complex, multi-market activation with no margin for executional failure
Align global brand ambition with local market relevance and amplification
Engage millennial audiences resistant to traditional advertising
Create fame that travelled globally, not just through paid media
Protect brand, reputational and operational integrity across a high-risk, high-visibility experience

Strategy

The strategy centred on experience as the primary media channel, with global coordination underpinning every layer of execution.

Key principles included:

Global orchestration, local amplification: centralised project leadership with market-specific storytelling
Culture-first talent: partnering with globally influential artists to anchor credibility and reach
Earned-led scale: designing the activation to be inherently newsworthy across PR, broadcast and digital
Meaningful symbolism: embedding BACARDÍ’s founding year (1862) and Caribbean identity into the experience

Global Project Management & Delivery

As Global Project Management Lead, I coordinated the planning, delivery and alignment of the activation across regions, stakeholders and disciplines. This included:

Overseeing timelines, interdependencies and risk management across markets
Coordinating global, regional and local teams spanning brand, PR, partnerships, music, production and legal
Ensuring consistency of brand narrative and execution across all touchpoints
Managing market readiness and alignment to maximise earned and cultural impact
Supporting local teams with frameworks, guidance and escalation support throughout delivery

Alongside global oversight, I led the UK market strategy, ensuring the activation translated into sustained earned visibility and cultural relevance through media, partnerships and artist engagement.

Creative & Experiential Execution

The Event
BACARDÍ Triangle unfolded over three days and included:

1,862 guests flown from 22 countries, reflecting BACARDÍ’s founding year, 1862
Three private charter flights departing from London, Los Angeles and New York
A fully immersive programme of brand experiences and performances
Headline sets from Calvin Harris, Kendrick Lamar and Ellie Goulding on a private island six miles off the coast of Puerto Rico

The experience was designed not as a festival, but as a mythic brand moment - rare, aspirational and culturally magnetic.

Media, Broadcast & Digital Amplification

The activation delivered unprecedented global reach through a carefully structured earned and broadcast ecosystem:

6.7B+ total reach across earned, broadcast and digital
4.63B impressions generated through PR and earned media
Global media partnerships with Vice, Noisey and Shazam, reaching an additional 215M
Broadcast distribution via VH1, MTV, Palladia and DirecTV, including a one-hour show and three 30-minute artist specials, aired into 200M+ homes globally at no cost
1B+ social and digital reach, driven by artist amplification across a combined 79M followers

Measurement & Impact

BACARDÍ Triangle delivered impact across brand, culture and category leadership:

Repositioned BACARDÍ as one of the most culturally ambitious brands in spirits
Strengthened the Untameable platform through lived experience rather than messaging
Drove deep engagement and aspiration among millennial audiences
Established BACARDÍ as a benchmark for large-scale experiential marketing
Created long-tail brand equity through earned storytelling and broadcast content

Strategic Impact

BACARDÍ Triangle demonstrated how global project leadership, cultural ambition and earned-first thinking can combine to create disproportionate brand impact. It set a new standard for experiential marketing in the spirits category and reinforced BACARDÍ’s position as a brand willing to take creative and operational risks in service of long-term relevance.

EXAMPLE OF PRESS SHOTS