BACARDI brings Latin-Caribbean warmth to Times Square with ‘Winter Summerland’ billboard takeover & Pedicab fleet
By Rajiv Raghunath - December 21, 2021
The takeover featured surprise appearances from ‘West Side Story’ actress and Puerto Rican singer Ana Isabelle, Broadway’s ‘Thoughts of a Colored Man’ star and singer-songwriter Mack Wilds, plus performances from It’s Showtime NYC and more
On Saturday, December 18, BACARDÍ Rum treated New Yorkers and visitors alike to a snowy, yet delightfully warm and sunny “Winter Summerland” right in the heart of Times Square, where an idyllic paradise only the Latin Caribbean could serve up emerged via a stunning billboard takeover spanning 27 panels along Broadway between 42nd and 47th Street. The world’s most-awarded rum brand injected its signature swagger, joy and island warmth into the holiday season this year to evoke a sun-soaked summer mindset, despite the cold of the big apple.
BACARDÍ kicked off the takeover by deploying a fleet of street performers and roller-skaters, brand ambassadors in head-to-toe merchandise plus decked out pedicabs, all of which took to the streets to spread summer vibes and drum up the excitement in anticipation of the billboard reveal at 6PM. Meanwhile, a flash-mob of It’s Showtime NYC break-dancers got the crowd hyped in front of the iconic red steps and festive beats – with a Latin Caribbean twist – could be heard blaring throughout Times Square. Excited fans received holiday-inspired giveaways and goodies, like string light necklaces, to help show that when the rum comes out, the sun comes out – and it did on Saturday night.
The flash mob and pedicab fleet was accompanied by a Stop-and-Shop Merch Truck that posted up at Broadway and 46th Street for shoppers to peruse, before taking to the streets to guide a parade of pedicabs down Broadway amongst the billboards. Spectators may have caught some notable pedicab passengers along the parade like West Side Story actress, Puerto Rican singer and dancer, Ana Isabelle, as well as the star of Broadway’s Thoughts of a Colored Man, Mack Wilds, who both rocked BACARDÍ holiday sweaters and pitched in to hype up the crowd. Isabelle, who was coming off the successful opening night of West Side Story, which premiered in theaters on Friday, had her beloved puppy in tow with her as she took a spin on the pedicab, whereas Wilds was able to join in on the fun on the way to his evening Broadway performance.
After the billboard takeover concluded, the truck retired back to 46th Street after its grand parade, allowing New Yorkers and visitors to stock up on limited-edition merch and last-minute holiday gifts from the intimate showroom-style truck, including co-branded leisurewear from a capsule collection with Aviator Nation, shirts, socks, hats, candles, outerwear and more.
On Sunday, December 19, the Stop-and-Shop Merch Truck made its rounds to some of the most iconic holiday markets in the city like the Union Square Holiday Market, Winter Village at Bryant Park, Columbus Circle Holiday Market and more, to help fans get into the summer state of mind this season, all thanks to BACARDÍ.