Bacardi is launching a new product-focused campaign, which marks a shift in strategy for the rum brand. The ad, which breaks today (Thursday), aims to “re-interpret” its brand values.
The execution, which has been created by Rainey Kelly Campbell Roalfe/Y&R, shows a figure of a man and a woman, one formed of Bacardi and the other of a mixer, which revolve around each other to music before forming to make a drink. It is the first of four “big budget spots” that will use the liquid figures, which have been created using CGI.
The campaign will run across TV, outdoor, print and digital, including Barcardi.com. John Burke, Bacardi UK marketing director, says the campaign is “a fresh and dynamic re-interpretation of the brand’s core values”.