Preference Choice Publication

Bacardi and Pinterest launch Halloween Trend campaign

David Murphy

Bacardi and Pinterest have launched a co-branded Halloween trend campaign that will see the rum brand inspiring Pinterest users with chillingly delicious Halloween cocktail ideas perfect for any horror-filled shindig, with the official Pinterest stamp of approval – the Trend Badge.

The campaign combines expert knowledge of the best rum cocktail recipes from Bacardi with Pinterest’s insight that searches for “Halloween cocktail recipes” are up 75 per cent against this time last year.

Within “Halloween” searches, Pinterest users have been searching for a wide range of ideas, with “Halloween party drinks" and "spiced rum cocktails” identified as top search terms. These themes will appear across a total of six Pins, both static and video, showcasing the Bacardi  Limited Edition glow-in-the-dark Halloween bottles and allowing the rum brand to inspire customers with a variety of cocktail ideas using Bacardi  Spiced and Bacardi Carta Blanca.

The Bacardi  cocktail pins, using Trend Badges, showcase the spirit of Halloween, targeting consumers on Pinterest with five spooky suggestions  to spice up at-home drinking experiences this Halloween, including The Spookito,  The Spookito, Petrifying Punch, Frigh-Tai, Pina Ghoulada and a Dark and Scary will each feature Pinterest’s Trend Badge icon, which will be exclusive to BACARDÍ for the specific search terms.

Pinterest’s Trend Badge is the platform’s latest insights-driven advertising solution that enables brands to tap into the top themes, with inspirational content and ideas that Pinterest users are searching for during key seasonal moments. Advertisers have the opportunity to own a particular trend on Pinterest and be the only brand to have the Trend Badge on Pins for the idea in that country. Pinterest said the use of Trend Badges led to a 71 per cent increase in engagement in 2020.

“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 Bacardi Senior Brand Manager, Federica Iaconetti. “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.”