Bacardí launches multi-million pound marketing campaign

By Gemma McKenna

Published: 18 March, 2014

Bacardí has launched a multi-million pound marketing campaign in the UK around its "irrepressible spirit".

Bacardi rum BacardiThe rum brand is investing in a multi-million pound marketing campaign around its 'irrepressible spirit' in the UK.

The initiative, Bacardí Untameable since 1862, aims to showcase the brand and family heritage over the past 150 years though integrated TV, digital, out-of-home and PR activities.

Founded in 1862, in the city of Santiago de Cuba by Don Facundo Bacardí Massó, Bacardí rum is still family-owned. This campaign focuses on the brand's history, which saw the family survive earthquakes, fires, prohibition, revolution, and exile, to grow the business.

The campaign will feature 30 and 60-second TV ads, directed by award-winning Dante Ariola, starring actor Jordi Mollà. The ad was filmed on location the UNESCO World Heritage site of Ouro Preto, in Brazil, and Bacardí claims it has a "blockbuster" feel.

The out-of-home advertising will run headlines including, "We Remember Prohibition - It was a Blast;" "Some Men are Kicked Out of Bars - Others are Kicked Out of Countries;" and "Earthquakes, Fire, Exile, Prohibition - Sorry Fate, You Picked the Wrong Family."

Lisa Jazwinski, Bacardí UK & Ireland brand director, said: "The campaign is all the more relevant to millennials now. Our consumers are coming of age in an uncertain world but they remain fiercely optimistic and believe they can make a difference. In this, they are also 'Irrepressible Spirits', so Bacardí Untameable Since 1862 enables us to connect with millennials."

The brand has also updated its bat logo, inspired by hand-drawn designs from the early 1900s. The bat, in Cuban and Spanish heritage, represents good luck and family unity. The word Bacardí itself has been updated to match Cuban art deco style from the late 1920s and early 1930s, matching the sign still in place on the firm's former sales office in Havana.

Bacardí, which also owns Grey Goose vodka and Bombay Sapphire gin, employs more than 6,000 people, manufactures its brands at 27 facilities in 16 countries on four continents, and sells in more than 100 markets globally. Today, it is made in Puerto Rico and Mexico.

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