JWT and Wieden+Kennedy also competed for the business. R3 managed the process, but was unavailable for comment on the result.
It is understood that the project will centre on the development of a new product and will be led from Hong Kong. China will serve as the test market for the product.
Matt Djokovic, Bacardi’s innovation director for Asia-Pacific, and Edward Bell, FCB’s Greater China chief executive, declined to comment on the development.
Bacardi has seen notable success in the ready-to-drink (RTD) category in China, which it led with a 44 per cent share of volume in 2013, according to Euromonitor.
.jpg&h=334&w=500&q=100&v=20250320&c=1)
.png&h=334&w=500&q=100&v=20250320&c=1)
.png&h=334&w=500&q=100&v=20250320&c=1)
.png&h=334&w=500&q=100&v=20250320&c=1)
.jpg&h=268&w=401&q=100&v=20250320&c=1)
.jpg&h=268&w=401&q=100&v=20250320&c=1)
.jpg&h=268&w=401&q=100&v=20250320&c=1)
.png&h=268&w=401&q=100&v=20250320&c=1)
