Bacardi’s tug-of-war with Facebook

Bacardi Make a Status Update in Person billboard

Every Facebook user is one less customer for Bacardi is the raison d’etre of this ad.

The image encourages personal interaction and produces the suggestion that Bacardi is necessary for this. The two triggers are night (black bats and the amber — moon — bat) and the term “status update.” “Update” is colored amber like the moon. In addition to serving as a suggestion (to spark an urge to go to a bar or party after seeing the words “status update), an up-date is certainly suggestive. In addition to the usual sexual unconditioned stimulus there also is the additional dimension of status.