I think the best part about ID8's Appleton Estate positioning and film work is its universal appeal. It has been a lot of fun rolling it out globally while watching the brand come to life. I have traveled extensively to our key global markets to roll out the new positioning and it is clear to me that ID8 has given us a brand strategy that is truly global by virtue of the way our brand has been embraced by our brand personnel, importers, customers and consumers.

Peter R. Hottmann
Global Consumer Marketing Manager
Appleton Estate Jamaica Rum

Ideate's attention to pre-production work was essential to meet our objective to tell the story through first person. It should be mentioned that this is the first time in the Company and brand's close to 150 year history where the Bacardi family has allowed itself to be filmed for commercial use. The final result is a mini product documentary of the highest quality standards. Currently the film is being used globally and at the Casa BACARDI Visitor Center which receives close to 250,000 visitors per year. While the film's value to the brand is immeasurable, I do look forward to working and creating additional films with Ideate in the future. They and their team of consultants have been a pleasure to work with.

Pepin R. Argamasilla
Group Director of Bacardi Heritage Communications
Bacardi Global Brands