Bacardi targets the “hip and spirited”

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

Bacardi

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

The first TV ad in the campaign, “”Island”, shows a group of “hip and spirited” young adults who “escape their ordinary day” by 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.

In the UK, Bacardi has focused its marketing efforts on live music in recent years. The brand signed a deal with dance music act Groove Armada to launch a file-sharing model in January.

The new campaign was created by Young & Rubicam Advertising and directed by music video director Sam Brown.

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