1. BCRI
AAD
A vr in C m a n 0 0
det g a p ig 2 1
is
‘F IT T N
L AI ’
R O
L tn I M y 0 0 I 2dpee ttn C m a nI a Srtg &m l e ttn
uo a 21 n
rsnaio : a p ig d , t e y I p m naio
e a e

2. ‘F t io ’ C m a n g n a
la n a p ig A e d
ir t
BCRI
AAD
P r1 W a B C R It d f ?
at : h t A A D s n so
a r
P r2 H w A A D cne t te akt
at : o B C R Ia ne h m re
r ?
P r3 W ow wn t t g t
at : h e a to a e
r ?
Part 4: What does ‘Flirtation’ mean?
Part 4: The Big Idea
Part 5: S trategy and Operations
P r 6 B dget a d S edu
at : u n ch le
P r 7 E a a ion
a t : v lu t
P r 8 Ou lookt t e f t r
at : t o h uu e
2

3. What have we learned las t time?
3

4. B C R I rn vl s edt b c nid rd
A A D ba d a e n e o e o s ee
u
• …
4

5. C nu in a o oh s sc lid
o sm g l h la a o ias e
c
• …
5

6. B C R Io m n a n ut e ru h t a e l e
A A D c m u ict m s b bo g to n we l
io v
• …
6

7. T re a d n e fte rn
ag t u ie csith ba d
• …
7

8. What does ‘Flirtation’ mean?
8

9. I j tlin – n s in s t c e !
t u ftg o t g at h d
’s s ir r a
9
S uc: G o pN m h n ugC nu A ; T e yo g o W h s 0 0
o re ru y p e b r o sl G h Tp l y f ise 2 1
t o

10. I j tlin – n s in s t c e !
t u ftg o t g at h d
’s s ir r a
10
S uc: G o pN m h n ugC nu A ; T e yo g o W h s 0 0
o re ru y p e b r o sl G h Tp l y f ise 2 1
t o

11. The Big Idea
11

12. + ‘Flirtation’ =

13. + ‘Flirtation’ =
F t it fvus
l wh l o r
ir a
13

14. W a is fvu?
ht al o r
a
c ategory of things
dis tinguis hed by
eneral atmos phere
s ome
of a plac e or
c harac teris tic s or
s ituation and the
quality.
effec ts it has on
people.
he tas te experienc e
in the mouth.
14

15. F t it fvus
l wh l o r
ir a
BAC ARDI Flavoured Rums Flirting
• F vus
l or
a • D f e tye o wm n
ifrn t s f o e
e p
• M in / ix r
ix g M t e
u • V rtn/ h n e
aiaio c a g
• C ct s
o k il
a • D f e tye o ftg
ifrn t s fir
e p lin
• Fus
rit • D f e t m tn /elg
ifrn e oio s f in
e e
• V rtn
aiaio • D f e t iru s n e
ifrn cc m t cs
e a
• Coe
h ic • D f e t nirn e t
ifrn e vo m ns
e
• Ts
at
e • D f e t es s a g s
ifrn id a / t t ie
e re
• Fa rn
rga t • Fa rn
rga t
15
15

16. S trategy and Operations
16

17. ‘F t io ’ s r
la n t y
ir t o
• G o po f n s h te rsn te ag t u ie cs
ru f ie d ta rpee th t e a d n e
r r
• ‘Pe p B y’, ‘B y wle osa da ah l ’
rp y os os il B y’ n ‘B c e r
b o
• V r u c aat s e rsn vr u wy o te ig tftg/ aio s
aio s h rc r rpee taio s as fh ‘r h’ lin vr u
e ir
fvus
l or
a
• Sic o l t h iq e
le f e e n u
if c
 T e rc g is te sl s rrn s te ru
h y eo n e h m e e o f d in h go p
v ie
 T la o th c aat s n d c vrh irl o rftg/ rk
a b u te h rc r a d isoe te fvu (ir
k e a lin din)
 Cet a ine rt cm a n n a vr e h ‘ft trs
ra n t a d a p ig a d det te l s ie‘
e g e is ir o
in iv u l a din h go p
d id ay n te ru
l
17

18. C harac ters
18

19. - Oli - - Sam - - Josh -
- Luke - - Archie - - Jack -

20. - Oli - - Sam - - Josh -
Oi, S ma dJ s – T e rp y os
l a n oh h Pe p B y
• E motional C ore Values : W l e g o e n s, f t ye j m n
e- in , p n es a a , n y e t
lb ns o
• How do they flirt? M k c m l e t m k a ir me n f lo d
ae o p ns ae g l ila d e g o
im , s e
• Repres enting the BAC ARDI Brand values : Fie d h / o ia il
rn sip S c bit y
20

21. - Oli - - Sam - - Josh -
Oi, S ma dJ s – T e rp y os
l a n oh h Pe p B y
Fie d h
rn sip
S c bit
o ia ily
21

22. - Oli - - Sam - - Josh -
Oi te a whte l ’,
lh ‘m n it h p n a S mte e tm n le
a h ‘g nl a ’ iks
e J s ‘te rt b ya
oh h pe y o’ l
t l
yucna as o n o
o a l y cut n
w t l k o da dm k
oo g o n ae
o te ir ko h a te
h g l n w im s h
s
h t bin eeyn
im o rg vr e o oh r f lo d wl n w
tese g o , e ko
e l s eter J s t e a
we at oh a s
h . k
tg te. Oi le t tl
o e r liks o e
h l f h p r a e t me e
o is em n n s ilh
r m r h n s a dn trl
oe o et n a au
eeyn ta h d en
vr e h t e o s’t
o t e a e xda po c
a s rl e p rah
k a a po c t ftgwh
p rah o lin it
ir
h v a ir ie db cue
ae g l n ea s
f
r t m s tin s l
o oth g inif e g l J s d en se
ir. oh o s’t e it
s
h ’s o b s, b t is
e to uy u h in l in tk gt g l
c d g a in o ir.
u l s a ftg it j th wy
slin , su te a
ir s
m t ko h s lan
a s n w e t h s’t
e il H ’s las h o e h
e a y te n te
w h isT ea ie a l e
e . h l s lo
d lv
g t vr is ra g l a
o oe h dem ir h t t oh r c m t f a v e
tes o e o o dic
r h a dh m t t e
im n is a s a
e k
m vdt Fa c o a
oe o rn e n a dte cn rs h t
n h y a t t im o
u a vna e fh .
da t o tis
g
f h np cm n.
a io l e e t
s a b tee
e h r.

23. L k a dAc ie B y wle os
ue n rh – os il B y
b
• E motional C ore Values :
C r syS o t eyF n Cetit
uioit p na it u , ra y
, n , iv
• How do they flirt?
M k a ira g , le op y n e t t
ae g l u h ik t l a d ne a
l a r in
- Luke -
• Repres ents the BAC ARDI Brand values :
Fie d h / uto Le
rn sip L s f if r
- Archie - 23

24. L k a dAc ie B y wle os
ue n rh – os il B y
b
- Luke -
Fie d h
rn sip
L sf l
uto if
re
- Archie -

25. L k a dAc ie B y wle os
ue n rh – os il B y
b
L k ‘ te a m yo e Ac ie p r e in
ue h cl it f n rh ’s at r
a ’ t n
cim . K o nf h srat sne f u o r
r e n w o is acs e s o h m u,
r ic
le t m ks ir l g wh is rz s rs
iks o ae g l a h it h cay t ie.
s u o
Awy u f aa g a dd en m dm k ga
las p o l h n o s’t in ain
r u
- Luke - f lf im e.
o o h sl
o f
Ac ie T e o e’ h t e eey o e t s
rh ‘ h J kr e a s vr m m n a it
k
c m sY ucn las e o Ac ie obin
o e. o a a y rl n rh t rg
w y
f a dg m s t te ru . H se ftg
u n a e ino h go p e e’slin
n ir
a p y g o e t e te h ey p rah
s l in , f n a s h c ek a po c
a t k
a dte ir l e . H ’su o s rs h h
n h g l o it e flft ie wic
s v l o
a as rv e g o e t t m n.
l y poid s o d ne a e t
w r in
- Archie -

26. Jc – T e a h l
ak h B c e r o
• E motional C ore Values :
R kt in , A tn m, I p l it R b l n
is- a g uo o y m u ivy e eio
k s , l
• How does he flirt?
V r c am g g aoie t a df wr
ey h r in , o lrne n o ad
d r
• Repres ents the BAC ARDI Brand values
L t S ir / pim m
a p it O t is
in
- Jack -
26

27. Jc – T e a h l
ak h B c e r o
L t s ir
ain p it
O t is
pim m
- Jack -
27

28. Jc – T e a h l
ak h B c e r o
• E motional C ore Values :
R kt in , A tn m, I p l it R b l n
is- a g uo o y m u ivy e eio
k s , l
• How does he flirt?
V r c am g g aoie t a df wr
ey h r in , o lrne n o ad
d r
• Repres ents the BAC ARDI Brand values
L t S ir / pim m
a p it O t is
in
Jc ‘tea ’ if e e’s o e in
ak h l d h se sm t g h
h le, h wn s pu th g t itL e t
eiks e o ’t t nile e . iks o
o s
tin o h sl s b o a td a dko s
h k f im e a a it f s , n n w
f u
h w oww h l ie. E j s n h o t it
o t o tea s n y a ig t u wh
d o
tea sb t n y a ig t u whtea ie
h l , u e j s n h o t it h l s
d o d
m r. R rlh s s a y ir ie d
oe ae a a t d g l n ,
y e f
r
b th t a oite h ee.
u ta ’s p siv in is ys
- Jack -
28

29. Implementation
29

30. Siloc m …
tt o e
l
BCRI
AAD
P r 1 : W a B CA DI sa dsf ?
at h t A R t n or
P r 2 H B CA DI ca en ert e ma k ?
a t : ow A R n t h r et
P r 3 W o we wa t t t r ?
at : h n o a get
P r 4 W a does‘F t t ’ mea ?
at : h t lira ion n
P r 4 T e B Idea
a t : h ig
P r 5 Sr t
a t : t a egy a d Oper t s
n a ion
P r6 B d e a dS h d l
at : u g t n c e u e
P r7 E a a n
at : vl t
u io
P r8 O to t te uue
at : ul k o h f r
o t
30

31. T a k f yu a e tn
h nso o r t nio
r t

32. B cu
akp

33. Oli(ver)
• E motional C ore Values
W l e g o e n s, f t ye j m n
e- in , p n es a a , n y e t
lb ns o
• How does he flirt?
M ks o p e t m ks g lme
ae c m l ns ae a ir il
im , s
• Repres ents the BAC ARDI Brand values :
Fie d h / o ia il
rn sip S c bit y
Oi te a whte l ’, yucn
lh ‘m n it h p n o a
a
a as o n o h t bin eeyn
l y c u t n im o rg vr e
w o
tg te. Oi le t tlvr n ta
o e r liks o e eey e h t
h l o
h d en h v a ir ie db cue
e o s’t ae g l n ea s
fr
h ’s o b s, b t is a s n w e
e to uy u h m t ko he
s lan g t vr is ra g l a
t h s’t o oe h dem ir h t
il t
m vdt Fa c o a ah n
oe o rn e n f io s
p cm n.
l e et
a
33

34. S am(uel)
• E motional C ore Values
W l e g o e n s, f t ye j m n
e- in , p n es a a , n y e t
lb ns o
• How does he flirt?
M ks o p e t m ks g lme
ae c m l ns ae a ir il
im , s
• Repres ents the BAC ARDI Brand values :
Fie d h / o ia il
rn sip S c bit y
S mte e tm n le t l k o d
a h ‘g nl a ’ iks oo g o
e o
a dm k oh r f lo d wl n w
n ae tese g o , e ko
e l
f h p r a e t me e ae a
o is em n n s ilh t s
r k
rl e a po c t m s tin s l
e xd p rah o oth g inif
a e
in l in tk gt g l H ’s las
c d g a in o ir. e a y
u l s w
te n te tes o e of a v e
h o e h oh r c m t o dic
r
a dte cn rs h t b tee
n h y a t t im o e h r.
u
34

35. J os h
• E motional C ore Values
W l e g o e n s, f t ye j m n
e- in , p n es a a , n y e t
lb ns o
• How does he flirt?
M ks o p e t m ks g lme
ae c m l ns ae a ir il
im , s
• Repres ents the BAC ARDI Brand values :
Fie d h / o ia il
rn sip S c bit y
J s ‘te rt b ya te ir ko
oh h pe y o’ lh g l n w
t l s
h a te we er J s t e a
im s h s et at oh a s
h . k
m r h n s a dn trlp rah o
oe o et n a aa po c t
u
ftgwhg l J s d en se a
lin it ir. oh o s’t e it s
ir s
ftg it j th wy e . T ea ie
lin , su te a h is h l s
ir s d
a l e ima dh m t t e
lo h n is a s a
lv e k
a vna e fh .
da t o tis
g
35

36. Arc hie
• E motional C ore Values :
C r syS o t eyF n Cetit
uioit p na it u , ra y
, n , iv
• How does he flirt?
M ks g l u h le t p y n e t t
ae a ira g , iks o l a d ne a
l a r in
• Repres ents the BAC ARDI Brand values :
Fie d h / uto Le
rn sip L s f if r
Ac ie T e o e’ h t e eey
rh ‘ h J kr e a s vr
k
m m n a it o e. Y u a a as
o e t s c m s o cn l y
w
rlo Ac ie obin f a dg m s
e n rh t rg u n a e
y n
inote ru . H se ftga
t h go p e e’slin s
ir
p y g o e t e te h ey
l in , f n a s h c ek
a t k
a po c a dte ir l e . H ’su
p rah n h g l o it e fl
s v l
o s rs h ha as rv e g o
ft ie wic l y poid s o d
o w
e t t m n.
ne a e t
r in
36

37. Luke
• E motional C ore Values :
C r syS o t eyF n Cetit
uioit p na it u , ra y
, n , iv
• How does he flirt?
M ks g l u h le t p y n e t t
ae a ira g , iks o l a d ne a
l a r in
• Repres ents the BAC ARDI Brand values :
Fie d h / uto Le
rn sip L s f if r
L k ‘ te a m yo e Ac ie
ue h cl it f n rh ’s
a ’ t
p r e incim . K o nf h
at r r e n w o is
n r
srat sne f u o rle t
acs e s o h m u, iks o
ic
m ks ir l g whh cay trs
ae g l a h it is rz s ie.
s u o
Awy u f aa g a dd en m d
las p o l h n o s’t in
r u
m k ga o lf im e.
ain f o h sl
o f
37

38. J ac k
• E motional C ore Values :
R kt in , A tn m, I p l it R b l n
is- a g uo o y m u ivy e eio
k s , l
• How does he flirt?
V r c am g g aoie t a df wr
ey h r in , o lrne n o ad
d r
• Repres ents the BAC ARDI Brand values
L t S ir / pim m
a p it O t is
in
Jc ‘tea ’ if e e’s o e in
ak h l d h se sm t g h
h le, h wn s pu th g t it
eiks e o ’t t nile e .
o s
L e t tin o h sl s b o a
iks o h k f im e a a it f
f
s d a dko s o t ww h
t , n n w h w o o te
u
l ie. E j s n h o t it tea s
a s n y a ig t u wh h l ,
d o d
b t n y a ig t u wh h l ie
u e j s n h o t it tea s
o d
L t s ir
ain p it
m r. R rlh s s a y ir ie d
oe ae a a t d g l n ,
y e fr
O t is
pim m
b th t a oite h ee.
u ta ’s p siv in is ys
38