Bacardi has axed its global “You In?” campaign less than a year after it was launched and its new campaign, due to break imminently, will be product-led.
The campaign, which was created by Rainey Kelly Campbell Roalfe/Y&R, was launched last July and signalled a shift in strategy for the spirit brand towards increased digital and interactive advertising. It also signalled a move away from regional or national campaigns to target 18to 24-year-olds globally.
It is understood that its strategy of seeding the idea on websites and blogs ahead of the launch of the above-the-line work failed to make an impact with younger consumers. It was hoped the idea would grow naturally through social networks and its hub website, www.youin. co.uk. The site is no longer available.
The new campaign is due to break later this month and is likely to focus on the product’s credentials. It is thought that it will increase its focus on the Bacardi B-Live music strategy, which includes events around the world showcasing new artists and an online radio station, Bacardi Live Radio. It also has a branded stage at the summer festivals. It is currently developing a new website for the B-Live as part of the strategy.