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.