BARCARDI CANADA PROMOTES NEW RUM COOLER
By Adnews Staff
Barcardi Canada of Brampton, ON is promoting a new citrus-flavoured rum beverage called Barcardi Silver. Distribution of the product to Canadian restaurants, bars and provincial liquor stores began last month. Sold in four- and 12-packs, the packaging makes use of a frosted label on the individual bottles with the Barcardi Silver name and Barcardi bat logo. The bat is also embossed on the necks of the bottles and appears on the bottle cap. Barcardi Silver will be introduced to consumers at a launch party, organized by MacLaren Momentum, on May 13 in Toronto. Barcardi Silver will also be supported with a multimedia advertising campaign created by U.S.-based Momentum and adapted for Canada by MacLaren McCann. Television, print, radio and outdoor advertising will begin nationally later this month using the tagline "Your night just turned silver." Also, a Web site at <http://www.barcardisilver.ca> has been created by MacLaren McCann Interactive. The site includes a virtual spokesperson to greet visitors and an interactive club game. Additional elements supporting the introduction of the drink include in-store promotions and public relations, the latter being handled by Weber Shandwick Worldwide.