Inspired by ASMR, Bacardi creates 'the sound of rum'
The brand worked with Swiss Beatz on soundtrack for its new film
Sep 17, 2019
Bacardi tried to capture the "sound of rum" by creating a soundtrack from sounds such as clinking bottles, cocktail shakers and fruit being chopped.
A new film running on Bacardi's social channels features five bartenders and consists of recordings of ingredients and tools they use to make Bacardi cocktails. Agency AMV BBDO worked with hip hop artist Swiss Beatz, who acted as executive producer on the track, as well as music company MassiveMusic and director Tucker Bliss.
"We took inspiration from the ASMR world, focusing on the instantly recognizable and familiar sounds of the bar, honing in on what rum might sound like," Bliss says. The team broke down various mixed drinks to their "core sonic components" and then built those back into a new track, he adds.