Bacardi x VMA's: Last Drops of Summer
The Context
To celebrate the final days of summer, BACARDÍ partnered with MATTE Projects to create an unforgettable experience—"Last Drops of Summer." As the official spirits partner of the VMAs, BACARDÍ’s goal was to capture the carefree, celebratory spirit of the season while embedding itself into the heart of music culture. This activation was designed to extend summer’s energy just in time for the VMAs, drawing inspiration from the best songs of the season by artists like Camila Cabello, Kendrick Lamar, and Karol G.
The challenge was to establish "Last Drops of Summer" as a signature moment, one that resonated with both Gen-Z and music lovers. BACARDÍ wanted to create a cultural touchpoint that guests could look forward to annually, capturing the essence of "Do What Moves You" by blending the Caribbean ethos of the brand with an urban, city vibe. The event had to create lasting memories while maintaining the unmistakable joy that BACARDÍ is known for, thus putting them at the center of music and celebration.
The Approach
The event was designed to transport guests into the world of their favorite music videos, reimagined through a playful BACARDÍ lens. Vignettes inspired by iconic video moments were crafted to immerse attendees in a vibrant environment that embodied the last golden hours of summer. From city block party vibes to neon lights reflecting off palm trees, the atmosphere blended the best of urban and island life.
The creative direction behind "Last Drops of Summer" was all about celebrating those fleeting, warm moments before the season ends. Guests experienced a playful mix of summer’s best memories—DIY block parties, the glow of evening lights, and the unmistakable energy of BACARDÍ’s Caribbean spirit. Each detail, from the décor to the interactive activations, reflected the duality of the brand’s urban and island roots.
The Outcome
The "Last Drops of Summer" event drew 400 attendees, each fully immersed in the celebration for more than three hours. Guests engaged in on-site games and activations with 100% participation. Over 50 custom T-shirts were handed out as part of the interactive gifting experience. The night was headlined by Coco & Breezy, and the energy of the evening perfectly encapsulated "Caribbean Joy" in the heart of the city. The event was a resounding success, leaving BACARDÍ’s mark as the spirit of summer and a brand at the intersection of music and celebration.
VP Client Services
Ben Rush
Creative Director
Emilie Joy Sullivan
Senior Experiential Designer
Jordan Tedesco
Designer
Eleanor White
Executive Producer
Leo Oliva