BACARDI BAT FLIES IN NEW CAMPAIGN
By Adnews Staff
Bacardi Canada Inc., based in Brampton, Ontario, is targeting the 19-24 year-old age group with a new television advertising campaign. The effort aims to reposition the company's flagship brand Bacardi White rum with younger consumers. Previously Bacardi pitched its advertising efforts to the slightly older 25-30+ age group, said Stephanie Kubacki, senior brand manager for Barcardi Canada. The "Bacardi by Night" campaign features the Bacardi Bat, the logo which has appeared on Bacardi bottles since 1862. A teaser campaign in the Toronto and Vancouver markets began running in November consisting of posters depicting only the bat logo. Television creative, which broke Monday, is designed to put a contemporary spin on the bat's nocturnal instincts. The 30-second spot takes place in a dance club with music, lasers, lights, gogo dancers and a DJ. The spot was created by Avrett, Free and Ginsberg, Inc. of New York and began running in the U.S. earlier this fall. Adaptation of the spot for the Canadian market was done by MacLaren McCann of Toronto. MacLaren McCann also created the outdoor posters. Bacardi Canada is supporting advertising with promotional programs including on-premise events and in-store promotions. Public and media relations are being handled by Special Assignment Inc. of Toronto.