The brand has brought a number of trends together in its apparel-based promotional marketing.
Bacardi Rum launched a new QR code apparel promotional campaign just in time for Paris Fashion Week and is bringing together a number of trends to complete its design.
The quick response codes were combined with musician partnerships and streetwear collabs.
Bacardi worked with producer Boi-1da and streetwear brand NAHMIAS to create a branded apparel line featuring a QR code that can be scanned. Anyone who scans the barcode will be able to listen to music by performers on their way up. To further encourage people to wear the apparel, they will be able to earn “live music rewards” any time someone scans their barcode to check out the music it will play.
The Bacardi apparel capsule includes several pieces of apparel, each of which has a quick response code that can be scanned. These include a T-shirt, hoodie, jacket and hat. Each one has a different design, but they all share the same “Support Artists” message.
In alignment with that campaign message, 100 percent of the net profits from the Bacardi barcoded apparel collection will be directed to benefit the up-and-coming artists whose music is included. As the cost is far from cheap, it looks as though these artists are looking to see quite a penny. The hat alone costs $225, and the jacket has a $1,000 price tag.
The QR code apparel is helping to highlight the work of rising artists in the music industry.
“I’ve been looking forward to this next iteration of Music Liberates Music and how we can bring more attention to rising artists that are the future of music in an unexpected way, with some help from my friend Doni [Nahmias] and Bacardi,” said Boi-1da in a news release quote about the QR code clothing campaign.
“This next class of Music Liberates Music artists have raw talent and passion, which I’ve seen first-hand in helping them to produce new tracks exclusive to the NAHMIAS drop. As someone who has been in the business of music-making for a long time, I’m excited for them to not only grow as artists, but to get the exposure they deserve.”
