The Influence of Advertising Design on Brand Recall: A Case Study of Bacardi Breezer

Abstract

This thesis investigates if advertising design used by ready-to-drink (RTD) alcoholic beverages brands can influence brand recall among young consumers in Denmark. Using Bacardi Breezer as a case study, the research explores how Social Setting, Humor, and a product-centric design impact attention, perception, and recall. The study addresses rising concerns around youth alcohol consumption, particularly considering Danish drinking culture and the advertising regulations. Combining Semiotic analysis with biometric tools, specifically Eye Tracking and Facial Expression Analysis, the study examines both the meaning embedded in the ads and the real-time cognitive and emotional reactions they evoke. The results reveal that while humorous content effectively captures attention, it may also divert focus from key brand elements unless product cues are prominently integrated. Social Settings and cultural references further contribute to brand myth-making by aligning the product with youth identity, leisure, and digital communication norms. Findings suggest that marketing effectiveness is not solely determined by how entertaining advertising is, but by how well it integrates emotional engagement with product visibility. These insights offer relevant implications for marketers aiming to target young audiences and for policymakers seeking to evaluate the ethical boundaries of alcohol advertising.