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BACARDÍ Pinterest Spook-tacular Halloween Campaign

By Chris Dawson October 29, 2021 - 12:18 pm

Ahead of this spooky weekend, BACARDÍ and Pinterest have launched a co-branded Halloween trend campaign. In a first for BACARDÍ, the rum brand will inspire Pinterest users with the most chillingly delicious Halloween cocktail ideas perfect for any horror-filled shindig, with the official Pinterest stamp of approval – the Trend Badge.

Behind every Halloween moment, is the Pinterest board that made it. This campaign is combining expert knowledge of the best rum cocktail recipes from BACARDÍ, with Pinterest’s insight that searches for ‘Halloween cocktail recipes’ are up 75% vs 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 BACARDÍ Limited Edition glow-in-the-dark Halloween bottles and allowing the rum brand to inspire customers with a variety of cocktail ideas using BACARDÍ Spiced and BACARDÍ Carta Blanca. BACARDÍ Spiced is blended with natural flavours and spices for a bold yet smooth taste – the ideal drink to enjoy mixed in cocktails thanks to its versatility.

Pinterest Trend Badges

The BACARDÍ cocktail pins, using Trend Badges, showcase the spirit of Halloween, targeting consumers on Pinterest with five suggested spooky serves to spice up at-home drinking experiences this Halloween. 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.

The use of Trend Badges led to a 71% increase in engagement in 2020. 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. Trend Badges are an easy way for brands to inspire Pinterest users with the very ideas they are searching for with relevant, of-the-moment content.

“We are delighted to be partnering with Pinterest for our first Halloween campaign, that’s inspired directly by the trends people are searching for. 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 BACARDÍ Spiced.”
– Federica Iaconetti, Senior Brand Manager, BACARDÍ

“Halloween is a much celebrated moment on Pinterest, as Pinners search for ideas relating to costumes, recipes, decorations and more. 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.”
– Ali Holt, Sales Director, Pinterest

Why Pinterest?

Each month, more than 400 million people around the world come to Pinterest to make inspired purchasing decisions for their everyday life. When Pinners want ideas, they come to Pinterest first. It’s where they get inspiration, find new dreams and plan for the moments that matter most. And every time that someone searches on Pinterest, they’re thinking about what they want to try next. Because the platform is grounded in the future, Pinterest gets an earlier indication of where consumers are headed, and can help brands predict what is to come.

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