Bacan: Bringing Guaro into the Spotlight
New York 2024. bacan isn’t just a brand; it’s a vibe, serving up authentic Colombian flair with a playful edge. We caught up with the bacan team to explore their fearless content strategy, the stories behind their bold moves, and how they’re turning guaro into a social sensation.
Ready to feel the FOMO?
What was the ‘aha!’ moment that inspired bacan’s bold content style?
Gianny: "It hit us when we saw how being ourselves really connected with people."
Laura: "Yeah, that moment we shared our quirks and got so much love back was just everything!"
Was there a specific event or trend that sparked this creative direction?
Yes, we were inspired by the rise of relatable content on social media. Seeing how influencers and creators embraced their true selves resonated with us, pushing us to ditch the polished approach and focus on authenticity instead.
Laura March - Social Media Director
If bacan’s content was a cocktail, what would be the key ingredients that make it so irresistible and uniquely Colombian?
Authenticity: A splash of genuine storytelling that connects with the audience.
Cultural Fusion: A mix of traditional Colombian elements with modern flair.
Playfulness: A hint of fun and spontaneity to keep things fresh and engaging.
Chic Presentation: Elegant styling that elevates the overall experience.
Bold visuals that capture the lively spirit of Colombia.
bacan isn’t shy about pushing boundaries, what’s the intention behind embracing such a daring approach?
We think pushing boundaries helps us shake things up, start conversations, and really connect with people. It’s our way of encouraging everyone to be themselves and have a good time, especially when enjoying guaro!
How does bacan’s boldness reflect the spirit of modern Colombia, and what message do you want to send to both Hispanic and American audiences?
bacan’s boldness reflects the lively spirit of modern Colombia, showcasing a culture that’s vibrant and ready to stand out. We want to educate people about a fresh perspective on Colombia, highlighting that aguardiente is a category that's really blossoming and gaining popularity. Our message to both Hispanic and American audiences is to celebrate who you are, enjoy life, and let guaro be the drink that brings us all together!
What’s the craziest idea the bacan team has pitched that’s still waiting for its time to shine? And what made it too bold (or maybe just the right amount of bold) to execute?
One of our craziest ideas was creating El Jaguaro, a vibrant character that embodies the spirit of Bacan. He’s bold and playful, representing the fun side of modern Colombia. While it felt a bit daring to introduce a character like him, we believe he perfectly captures our brand’s essence and invites everyone to embrace their adventurous side with guaro. We can’t wait to see him shine!
Why choose ‘fun’ as the core emotion of the brand’s content? How do you balance fun with maintaining the premium and aspirational feel of bacan?
We chose ‘fun’ as the core emotion because it makes enjoying guaro an exciting experience that brings people together. To balance that with our premium feel, we use high-quality visuals and stylish presentations while keeping the messaging playful. This way, we celebrate joy without losing elegance!
If bacan could collaborate with any celebrity, artist, or influencer to create content that embodies its vibe, who would it be and why?
If bacan could collaborate with any celebrity, it would be Sofía Vergara. Her vibrant personality and Colombian roots capture our fun spirit, making her the perfect choice to highlight the joy of guaro with a touch of glamour!
Social media is full of brands playing it safe. Why does bacan choose to stand out with out-of-the-box concepts instead of following the norm?
Laura: "Totally! By taking risks, we can celebrate Colombian culture in a way that feels real and fun, creating genuine connections."
Gianny: "We think being authentic and creative really speaks to people. Playing it safe just doesn’t do much!"
Gianni Diaz - Chief Marketing Director
In one word, what emotion do you want people to feel when they encounter bacan’s content for the first time?
FOMO!
If you could describe bacan’s future content strategy as a journey, where is it headed, and what wild, unexpected stops are you planning to make along the way?
Bacan’s future content strategy is a journey towards redefining how people experience guaro, blending luxury and fun. We’re planning unexpected stops like immersive pop-up events, collaborations with trendsetting artists, and innovative digital experiences that invite our audience to engage with the brand.
