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September 2008 - Strategy Magazine
Special report

Bacardi Canada: Cocktails by design

by Carey Toane
page 45

Who: Bacardi Canada, Brampton, Ont.

What: The O3 martini glass, designed by Gabriel Proulx, a recent design graduate from CEGEP du Vieux Montreal, the winner of this year's Canadian regional Bombay Sapphire Designer Glass Competition (DGC). Proulx will have the chance to intern at the studio of internationally renowned Canadian industrial designer Karim Rashid in New York City. He will join emerging designers from 26 countries around the world at the global finals in London this September to compete for a $20,000 US grand prize and a role in the Designer Glass Exhibition world tour.

Revolutionary rationale: Bombay launched the professional design competition (in which Rashid was an early winner) seven years ago, and is now raising a glass to the mainstream, starting with up-and-coming design school students such as Proulx. While there aren't any concrete plans to open it up to consumers just yet, it's not out of the question down the road. "For consumers it's an inspiration piece," says Bacardi group brand manager Daniel Pilas, who worked with Optimum Public Relations, Blitz Direct Data & Promotions and Shift Global on the competition and campaign. "We're trying to push boundaries, for people to see cocktails and culture in a different light."

Design insight: The O3 glass keeps a martini cold after it's been poured, a design innovation that won over the judges. Glass design is an obvious connection for the brand, says Pilas. "The inspiration is inherent in the product itself. The blue bottle is very different from others, it's all about design and aesthetics, and so our natural element is the design world, which makes us unique in the category."

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