Bacardi has teamed up with idea-focused social platform Pinterest to launch a co-branded campaign for this year’s Halloween celebrations. The rum brand is serving up spooky cocktail inspiration to help Pinterest users get the most out of their horror-filled parties.
Bacardi’s cocktail pins are making use of Pinterest’s ‘Trend Badges’, which enable a brand to own a particular trend on the social platform. The Spookito, Petrifying Punch, Frigh-Tai, Pina Ghoulada, and a Dark and Scary will each feature Pinterest’s Trend Badge icon, and appear at the top of searches for ‘Halloween cocktail recipes’, ‘Halloween party drinks’, and ‘spiced rum cocktails’.
The campaign features six pins – both static and video – showcasing Bacardi’s limited-edition glow-in-the-dark Halloween bottles, and cocktail ideas using Bacardi Spiced and Bacardi Carta Blanca.
“We are delighted to be partnering with Pinterest for our first Halloween campaign, that’s inspired directly by the trends people are searching for,” said Federica Iaconetti, Senior Brand Manager at Bacardi. “It’s no surprise people are looking for something a little special this year having missed out on celebrating Halloween in the usual ways in 2020, so we’re excited to serve some much-needed inspiration with some delicious recipes using Bacardi Spiced.”
Pinterest has identified that searches for ‘Halloween cocktail recipes’ are up 75% versus this time last year, while ‘Halloween party drinks’ and ‘spiced rum cocktails’ have also been identified as top search terms.
According to Pinterest, the use of Trend Badges led to a 71% increase in engagement in 2020.
“Halloween is a much-celebrated moment on Pinterest, as Pinners search for ideas relating to costumes, recipes, decorations and more,” said Ali Holt, Sales Director at Pinterest. “We’ve seen a particular spike in searches this year for Halloween party drink ideas, as people are excited to play host and entertain friends and family with some fun cocktails at home. We’re delighted to partner with BACARDÍ and help them inspire Pinners with the very ideas they are searching for.”