Bacardi partnered with Groove Armada – trying to be innovative, aiming to generate a “deep and meaningful” connection with their market. The conclusion – a flop. But then again, maybe it achieved its goals. I decided to analyse this partnership, and include some footage of their presentation at Midem, because I was actually at that session in 2009, and I remember my instantly sceptical gut reaction.

(And for all you regular readers of our newsletter, this video was produced before we got all the feedback on my video blog, so none of that has been taken into account yet.)

Episode 26 in a Video Blog by Bruce Tweedie, MD of Music Mill in Australia and Song Mill in the UK – insights into music uses in advertising campaigns.

Please contact me if you need help with searching for songs or licensing songs for advertising campaigns, or just want to chat about music and advertising:
bruce at
bruce at



Opening sequence features “Strong Hands” from Ben Catley:
The song:
About Ben:
More About Ben:

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