Alex Brownsell
Nov 21, 2013

Bacardi celebrates 'untameable' spirit with global marketing campaign

Bacardi is rolling out a new marketing strategy, focusing on the brand's "irrepressible spirit" and its 150-year history going back to 19th Century Cuba.

Bacardi celebrates 'untameable' spirit with global marketing campaign

The rum brand is launching a new global campaign based around the line, "Untameable since 1862", along with a new visual identity and typeface inspired by the Cuban Art Deco style of Bacardi’s former sales office in Havana.

TV, digital and print ads, by BETC London, look to convey the "true grit and determination" which has sustained the Bacardi family though various challenges, including natural disasters, prohibition and exile from Cuba in the wake of the country’s Communist revolution.

 

  
 
 

A global TV ad, called ‘Procession’, shows actor Jordi Mollà walking through different crowds representing historical events, with a voiceover by Harry Potter star Jason Isaacs. In all global marketers, other than the UK, the ad will be soundtracked by Arctic Monkeys hit ‘Do I Wanna Know?’ - watch the global version of the ad here.

The campaign rolls out this week in the US and Mexico, with India and Australia in December and other markets in early 2014.

Dmitry Ivanov, senior global category director of rums for Bacardi, said: "Bacardi is known for its passionate drive, regardless of circumstance, convention or expectation.

"This campaign ushers in a new era for Bacardi rum, with a deeper focus on its provenance to showcase the unfailing determination of the Bacardi family and invites consumers to share in it.

"This idea infuses the Bacardi brand with the authenticity of its origins, celebrates the incredible quality and craftsmanship of our rums and showcases a universally resonant attitude."

This article was first published on marketingmagazine.co.uk

Source:
Campaign India
Tags

Related Articles

Just Published

9 hours ago

Zomato’s ‘Fuel your hustle’ runs on empty

The food delivery platform trades its signature wit for a tired hero montage, borrowing from Nike and Apple with little freshness.

10 hours ago

Omnicom tops revenue estimates, APAC posts 6.5% ...

However, profitability took a hit, weighed down by acquisition and restructuring costs linked with Omnicom’s IPG merger and sweeping efficiency cuts across media and production units.

12 hours ago

WPP hires AKQA global CEO from Accenture

Baiju Shah replaces founder Ajaz Ahmed, who left in October 2024.

13 hours ago

Discounts are dead. Rewards speak louder than cashbacks

In a cluttered digital landscape, BigCity Promotions’ co-founder points out that brands are swapping coupons for contextual rewards to build loyalty, data, and deeper connections.