Dive Brief:

• Bacardi this week released a "Sound of Rum" video whose soundtrack consists only of a rhythmic assembly of drink-making sounds, according to details provided to Marketing Dive.
• Created by award-winning artist and producer Swizz Beatz, the video includes autonomous sensory meridian response (ASMR)-quality "cocktail noises" and features top bartenders from around the world. Inspired by the video, each bartender created an innovative recipe that's available at a local bar in their markets.
• The video was created and produced by agency AMV BBDO. "We took inspiration from the ASMR world, focusing on the instantly recognisable and familiar sounds of the bar — honing in on what rum might sound like," director Tucker Bliss said in a statement.

Dive Insight:

Bacardi's new "Sound of Rum" video builds on the brand's music- and dance-based marketing. Tapping producer and long-time brand ambassador Swizz Beatz for the video's soundtrack could lend the effort a broader reach and greater authenticity, which is key to making music-based campaigns work.

The video, which turns "cocktail noises" into an ASMR-inspired soundtrack, also taps into the trend wherein low volume repetitive sounds like whispering, tapping and — in this case, the noises of a bar — induce tingling sensations in listeners. The trend has blossomed online and become popular themes for marketers. Michelob last year used ASMR in its Super Bowl ad, while Zippo produced a video for Buzzfeed that showed people clicking their lighters and creating other soothing sounds. While Bacardi's video is only a minute long, some brands are producing longer-form ASMR content, including Applebee's and candy brand Reese.

Bacardi's new spots builds on its "Do What Moves You" campaign, which launched in summer 2018 and extended the brand's music-oriented marketing. That campaign included a video of dancers in a rum-filled night in the Caribbean, with a track by the electronic dance trio Major Lazer. Last June, the campaign continued with a collaboration between Major Lazer and Brazilian pop star Anitta on a new summer song called "Make It Hot."

Previously, Bacardi's 2018 music initiative "Music Liberates Music" employed SoundCloud to accept musical submissions from new artists that were judged by Major Lazer members.

While the brand has teamed with musical tastemakers like Major Lazer and Swizz Beats in its campaigns, it has also used mobile platforms to reach younger, tech-savvy consumers. Bacardi launched a Snapchat campaign where fans could create videos with sponsored lenses from Major Lazer, and submit the creations for a chance to appear in a new music video. Bacardi also created what it said was the first music video directed entirely by Instagram users in real time.