In October 2025, Dig In ran a Live Activation for Bacardi: 100,000 BACARDÍ Mojito ready-to-drink samples, handed out by hall managers, one per student aged 18 or over. 51.8% of the students who received a sample had never tried it before. After trying it, 96.4% said the sample made them more likely to buy, 97.1% would recommend it and 91.2% felt positive about BACARDÍ (n=137).
The brief
Bacardi wanted students to try BACARDÍ Mojito ready-to-drink and to hear what they thought of its taste, quality and repeat purchase. The contract set firm terms: over-18s only, Challenge 25, samples only for students who asked, one each, and a responsible drinking message on every item.
What we did
Samples went to the reception of each hall with posters Bacardi had approved. Hall managers handed them out, one per student, only to students aged 18 or over who asked for one. Every poster carried “Live Passionately. Drink Responsibly” and drinkaware.co.uk. Students who received a sample then answered a survey.
The result
100,000
BACARDÍ Mojito samples handed out by hall managers, October 2025
96.4%
said the sample made them more likely to buy in future, n=137, 2025
97.1%
would recommend it, n=137, 2025
91.2%
felt positive or very positive about BACARDÍ after trying it, n=137, 2025
51.8%
had never tried BACARDÍ Mojito before, n=137, 2025
8.4 / 10
taste score, n=137, 2025
What it means for brands like yours
Half the students who got a sample were new to the drink. A Live Activation reached them where they live, and most came away more likely to buy. For a ready-to-drink launch, that is trial among adult students new to the drink, measured within weeks.
Questions
How did Bacardi make sure only adults received a sample?
Hall managers handed out one sample per student, only to students aged 18 or over who asked for one, under Challenge 25.
How many students were new to BACARDÍ Mojito?
51.8% of students who received a sample had never tried it before (n=137, 2025).
What did students say after trying it?
96.4% said the sample made them more likely to buy, and 97.1% would recommend it (n=137, 2025).