Bacardi launches spirit with low calorie content

Bacardi-Martini is launching a low-calorie spirit called Island Breeze and is set to announce Sex and The City star Kim Cattral as the face of the campaign.

Island Breeze, which is made with Bacardi rum infused with fruit flavours and sucralose, a natural-sugar substitute with no caloric content, will initially be launched in the US. But insiders close to the business suggest that a global launch has not been ruled out.

Bacardi-Martini chairman of global new product development Alfredo Piedra will announce Cattral as the face for the launch later this week. Further details of the launch campaign have yet to be announced.

Island Breeze will have 18 per cent alcohol by volume and claims to have 48 calories and only 1.5 grams of carbohydrates per standard 1.5 ounce serving. The new spirit will be available in three flavours: key lime, coconut and wild berry.

Earlier this year in the UK, Bacardi-Martini appointed Fallon to the &£10m advertising brief for its Bacardi brand.

Bacardi-Martini severed its ten-year relationship with McCann Erickson in November last year after the agency failed to come up with an alternative strategy to its “Welcome to the Latin Quarter” theme (MW November 24, 2004).

Recommended

HHCL loses in £3m Godiva pitch

Marketing Week

Godiva, the luxury Belgian chocolate manufacturer, has consolidated its £3m-worth of global advertising accounts into New York-based agency Margeotes/ Fertitta & Partners. The decision means its European agency, HHCL/Red Call, has been dropped

Knowledge Bank

Comments

    Leave a comment

    Close

    Discover even more as a subscriber

    This article is available for subscribers only.

    Sign up now for your access-all-areas pass.

    If you're an existing paid print subscriber find out how to get access here.

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now

    Got a question?

    Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

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

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now