Bacardi unveils new image with ads that eschew sex

Bacardi, known for using sexual imagery in its advertising, is launching its first major advertising campaign, worth &£10m, that veers away from sex.

The move marks a strategic change in direction for the drinks giant, which has always been associated with imagery such as the Vinnie Jones “Latin Quarter” ads and the Breezer Tom Cat campaign as the basis for selling its products. The new campaign, created by Fallon, uses the tagline/ “The Way It Should B” and features ordinary people.

This is the first work the drinks company has produced since the Advertising Standards Authority tightened restrictions on alcohol advertising.

The ASA revised its alcohol television ad rules earlier this year (MW March 17) after Ofcom warned alcohol advertisers to steer clear of youth culture.

The first Bacardi TV execution encourages people to dance the way they wish to, with the line/ “There’s no bad dancing”; while another encourages a positive attitude to what people wear, saying: “Fun before fashion”.

The campaign breaks in cinemas on September 13, followed by TV and outdoor campaigns on October 15.

Bacardi director of marketing Andrew Carter says: “This change in direction marks a new stage in Bacardi’s relationship with its customers. We have established Bacardi rum as a modern premium spirits brand; now our aim is to develop a deeper level of engagement.

“This campaign affirms Bacardi’s free-spirited Latin attitude and questions pretentious, self-conscious and contrived behaviour,” he adds.

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