Creation of a brandname for Bacardi’s new dark rum, in accordance with a “genuinely pirate” positioning related to its origin, symbolism and Caribbean tradition. Construction of a credible brand that oozed authenticity, attractive for a young target and able to connect to the nightlife atmosphere.
The result was ORBUCÁN, an attractive and very distinctive name with great sonorous strength, that is perfectly inscribed within the legend of Puerto Rican pirates (origin of this dark rum). It is a name whose symbolism pays tribute to the daring buccaneers thanks to its –bucán ending, and leads us to treasures conquered in ferocious battles, since the first syllable Or- evokes the gold they all pursued, as oro means gold in Spanish.
ORBUCÁN is an authentic, strong, modern and very masculine name, thus achieving the second objective, as it fits nightlife well and seduces youngsters who, like real pirates, are seeking for friendship, adventure, freedom and, of course, the best rum!