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Category
Innovation / Execution in IP & Product Design
Annual ID
OS25_IP032M
Background
Vinyl is more popular than ever with over 200 million records sold globally in the past two years. But with this unprecedented resurgence, the music industry faces a critical challenge: the material that gives us this beloved sound experience—PVC vinyl—is one of the world's most harmful plastics. A toxic chemical that contaminates our air, water, and food chain.
The fundamental composition of vinyl records has remained virtually unchanged since the 1920s, creating an urgent need for innovation. But how do we maintain the sound of vinyl that we all love, while eliminating the negative environmental impact?
The fundamental composition of vinyl records has remained virtually unchanged since the 1920s, creating an urgent need for innovation. But how do we maintain the sound of vinyl that we all love, while eliminating the negative environmental impact?
Creative Idea
Dedicated to sustainable production, BACARDÍ has been innovating on sustainable packaging solutions to achieve the goal of being plastic-free by 2030. It turns out that sugar, a crucial ingredient in rum production, can be turned into an eco-friendly bioplastic that has the potential to replace toxic PVCs.
To showcase that this innovation can make an impact beyond the spirits industry, we partnered with Evolution Records to create a bioplastic record made from the same sustainably sourced Bonsucro sugarcane we use to make our rum—without harmful chemicals and toxic plastics.
A first-of-its-kind eco-friendly record that maintains the exact same fidelity, sound, shape and pressing process of traditional vinyl.
To showcase that this innovation can make an impact beyond the spirits industry, we partnered with Evolution Records to create a bioplastic record made from the same sustainably sourced Bonsucro sugarcane we use to make our rum—without harmful chemicals and toxic plastics.
A first-of-its-kind eco-friendly record that maintains the exact same fidelity, sound, shape and pressing process of traditional vinyl.
Insights & Strategy
Gen Z is redefining how they experience music. In a world of digital streaming, they’re seeking tangible, nostalgic experiences (like vinyl) while also demanding brands take real action on sustainability. At BACARDÍ, music is in our DNA, but so is protecting the planet. With vinyl sales surging, we saw an opportunity: What if we could give Gen Zers the joy of vinyl without the environmental cost?
Instead of just tweaking the process, we transformed it entirely—a product that was designed for industry-wide adoption from the very beginning.
The answer? Something that was right in front of us—sugarcane, the foundation of our iconic rum. Collaborating with Evolution Music, we developed an industry-first alternative to PVC: a vinyl made from 75% raw sugarcane and 25% biopolymers, delivering high-quality sound without toxic waste.
To reach our audience, we partnered with Camila Cabello (an artist who shares our sustainability values) and Interscope Records to launch the BACARDÍ Sugarcane Vinyl featuring “I LUV IT.” This isn’t just a record; it’s a movement proving music and sustainability can thrive together.
Instead of just tweaking the process, we transformed it entirely—a product that was designed for industry-wide adoption from the very beginning.
The answer? Something that was right in front of us—sugarcane, the foundation of our iconic rum. Collaborating with Evolution Music, we developed an industry-first alternative to PVC: a vinyl made from 75% raw sugarcane and 25% biopolymers, delivering high-quality sound without toxic waste.
To reach our audience, we partnered with Camila Cabello (an artist who shares our sustainability values) and Interscope Records to launch the BACARDÍ Sugarcane Vinyl featuring “I LUV IT.” This isn’t just a record; it’s a movement proving music and sustainability can thrive together.
Execution
Working with Evolution Records, we conducted extensive material development and testing to create a sugarcane bioplastic that maintained the exact sound fidelity, visual aesthetic, and playability of traditional vinyl—a critical element to ensure audiophile acceptance.
The entire manufacturing process was designed with commercial scalability in mind. Our Sugarcane Vinyl can be pressed using existing equipment, without the need for new infrastructure—removing the barriers that may prevent adoption.
We chose the VMAs—a music event with global reach—to launch our partnership with Camila Cabello and debut her latest single on Sugarcane Vinyl to maximize visibility.
The vinyls featured distinctive visual branding that highlighted its sustainable origins to educate Camila’s listeners and act as proof that we could maintain the premium quality standards they expected.
Post-launch, we continued to drive adoption with a series of vinyl drops that were designed to drum up demand. After three consecutive releases selling out, we then leveraged this momentum to push the onus onto industry leaders to make a change.
The entire manufacturing process was designed with commercial scalability in mind. Our Sugarcane Vinyl can be pressed using existing equipment, without the need for new infrastructure—removing the barriers that may prevent adoption.
We chose the VMAs—a music event with global reach—to launch our partnership with Camila Cabello and debut her latest single on Sugarcane Vinyl to maximize visibility.
The vinyls featured distinctive visual branding that highlighted its sustainable origins to educate Camila’s listeners and act as proof that we could maintain the premium quality standards they expected.
Post-launch, we continued to drive adoption with a series of vinyl drops that were designed to drum up demand. After three consecutive releases selling out, we then leveraged this momentum to push the onus onto industry leaders to make a change.
Results
Media reach exploded with 693 total press stories and over 267 million in total press reach, bringing BACARDÍ's environmental commitment to new audiences.
On social media, 3.6+ million impressions, driving conversations about sustainable alternatives in the vinyl industry.
When global pop star Camila Cabello released her latest single on Sugarcane Vinyl at the VMAs, consumer demand exceeded expectations with the first, second, and third releases sold out in less than 5 minutes each, demonstrating both the commercial viability and a consumer appetite for our product.
Beyond immediate sales, our innovation created an industry-wide ripple effect. Renowned artists like Billie Eilish, Coldplay, Ed Sheeran, and The Cure have all since embraced sustainable alternatives for their own releases.
Most importantly, by sharing our innovation rather than keeping it proprietary, we caught the attention of record labels, artists and consumers. Recognising Sugarcane Vinyl as a commercially viable way to meet the surging consumer demand for sustainable alternatives to the music they love without compromising quality—bringing the industry one step closer to a greener future.
On social media, 3.6+ million impressions, driving conversations about sustainable alternatives in the vinyl industry.
When global pop star Camila Cabello released her latest single on Sugarcane Vinyl at the VMAs, consumer demand exceeded expectations with the first, second, and third releases sold out in less than 5 minutes each, demonstrating both the commercial viability and a consumer appetite for our product.
Beyond immediate sales, our innovation created an industry-wide ripple effect. Renowned artists like Billie Eilish, Coldplay, Ed Sheeran, and The Cure have all since embraced sustainable alternatives for their own releases.
Most importantly, by sharing our innovation rather than keeping it proprietary, we caught the attention of record labels, artists and consumers. Recognising Sugarcane Vinyl as a commercially viable way to meet the surging consumer demand for sustainable alternatives to the music they love without compromising quality—bringing the industry one step closer to a greener future.
2025 Awards
Total Points: 3
Merit
Credits
Agency
BBDO / New York
Media Agency
Omd Usa
PR / Marketing Agency
NIKE COMMUNICATIONS / New York
Client / Brand
Bacardi
Production Company
Canada / Los Angeles
Music / Sound Production Company
Wave Studios / New York
Post Production Company
Cabin Editing Company
Company3
Preymaker / New York
Art Director
Cata Baumgart
Victor Cortes
Associate Creative Director
Georgia Murphy
Sabrina Ghantous
Copywriter
Katherine Peters
Nia Rodriguez
Creative Director
Andrea Sarcullo
Mietta McFarlane
Executive Creative Director
Alex Booker
Producer
Lizzy Lehn
Marcelo Hanta-Davis
Executive Producer
Alex Gianni
Jessica Coccaro
Account Executive
Emely Escobar
Account Manager
Raquel Devariel
Rebecca Golden
Business Affairs Director
Kathy Bannon
Client Budget Manager
Charmaine Dixon-Russell
EVP, Head of Creative Innovation
James Young
Group Planning Director
Zach Kula
Managing Director
Steven Panariello
Planner
Natalie Burden
Planning director
Raheal Aragawi
Project Manager
Mikaal Hurry
Senior Social Manager
Griselda Sanchez
Social Account Executive
Kathleen Cruz
SVP Account Director
Meghan Wood
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