Bacardi ads entertain the global spirit of adventure

Bacardi is to launch a global campaign to position the brand as the drink of choice for fashionable and adventurous young people.

The “Spirit of Bacardi” campaign aims to celebrate the “optimism, warmth and pioneering attitude” of the brand and includes television, digital, outdoor, cinema and print and PR activity.

The first TV ad in the campaign, shows a group of young adults who “escape their ordinary day” by sailing away on a boat before building their own island.

Monsell Darville, vice-president and managing director of Bacardi rums, says the message of friendship and memorable experiences “connects with rum’s global brand values and Latin spirit.”

The spot will run this month in the US and Puerto Rico before being rolled out globally. The new campaign was created by Young & Rubicam Advertising.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here