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BACARDI: UNTAMEABLE TOUR

March 17, 2026

The Bacardi Untameable Tour needed a mobile hub that could keep pace with one of the most ambitious national campaign programs in the brand’s history: appearing at on-premise accounts, music festivals, and consumer events across 11 markets while simultaneously generating content, transporting sweepstakes winners, and functioning as a revenue-driving sales tool.

Creative Coach Solutions (CCS) operated the tour bus as the connective thread for the entire campaign: always on the road to the next account, the next promotion night, the next music event. Over the course of the program, the bus logged 17,563 miles, 38 events, and 3.1M+ total impressions.

KEY OUTCOMES

  • 38 events across 11 markets and 17,563 miles traveled
  • 19,252 on-board consumer engagements
  • 3,123,916 total brand impressions: $132,317 media value
  • 8,517 product samples distributed on board
ClientBacardiAgencyGMR MarketingThemeBacardi Untameable Tour: National Multi-Market Bus CampaignShare
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BACARDI: UNTAMEABLE TOUR

THE CHALLENGE

Bacardi needed a mobile brand experience capable of serving multiple functions across a national tour—brand activation, content studio, hospitality platform, and sweepstakes winner transport—without sacrificing consistency or operational performance across 11 different markets.

  • Create a high-visibility mobile platform that extended the Untameable Tour brand coast-to-coast
  • Appear at Tier 1 on-premise accounts across 11 activation markets
  • Generate ongoing content and serve as a traveling media hub
  • Transport sweepstakes winners to music festival destinations
  • Function as a local sales tool at every market stop

THE VEHICLE

Creative Coach Solutions provided and operated a fully wrapped Bacardi Untameable Tour coach configured as an immersive brand environment. The interior served multiple roles simultaneously: consumer bar experience, DJ booth and entertainment stage, VR activation zone, video display environment, and media/PR hospitality space. A full-time music travel coordinator was staffed on board throughout the tour.

  • Full exterior Bacardi Untameable Tour branded wrap
  • Custom interior bar setup with branded lighting and display
  • DJ booth with full audio/video capability
  • Video screen wall for content and brand display
  • VR experience station for consumer engagement
  • Hospitality zone configured for media and PR activations
  • Full-time music travel coordinator staffed on board


EXECUTION

11-Market Coverage: The bus visited 11 cities, including 8 primary on-premise activation markets, with 35 travel days and 6 sweepstakes winner transport days woven into the schedule.

38 Events Executed: Events ranged from on-premise account activations (bars, liquor stores, clubs) to major music festivals, including Rock in Rio, Governor’s Ball, Lollapalooza, and Summerfest.

Billboard Deployment: At Rock in Rio and select festival stops, the bus operated as a branded billboard platform, generating 3,000–3,800 engagements per day with no staff activation required.

Sweepstakes Transport: Six dedicated transport days delivered sweepstakes winners from nearby markets directly to music festival destinations, creating surprise-and-delight campaign moments.

Content Generation: With a full-time content coordinator on board, the bus served as a continuous content engine, generating social assets and PR-ready materials at every stop.



RESULTS

38

Total Events
19,252

On-Board Engagements
3.1M+

Total Impressions
11

Markets
  • 1,520 total registrations collected across 38 bus events
  • 8,517 product samples distributed on board throughout the tour
  • 3,123,916 total brand impressions, with an estimated media value of $132,317
  • 17,563 total miles traveled across 11 markets and 35 travel days
  • Bus generated 2M+ driving impressions and 1M+ impressions while parked at events
  • 6 sweepstakes winner transport days successfully delivered across festival markets

CAMPAIGN GALLERY