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Bacardi breaks Untameable campaign

Bacardi Canada has begun an advertising campaign called "Bacardi Untameable Since 1862" in this country, as part of a global marketing initiative for the rum brand. The campaign includes a 30-second television commercial, accompanied by out-of-home, print and digital advertising. The creative relays the story of of the brand and its origins in Cuba. It also encourages consumers to demonstrate their "irrepressible spirit."

The ads make use of copy such as "True Passion Can't Be Tamed" and "Founded in Cuba, Enjoyed in Exile." They depicts the Bacardi family's struggles with earthquakes, fire, war, exile and revolution as they established their business. The 15-, 30- and 60-second television commercials were adapted for Canada by Community, which is also managing the experiential components of the campaign. Advertising will appear on media properties including The Score, Sportsnet, TSN, RDS, CTV, the Comedy Network, the Toronto FC, Microsoft's Xbox Live, College Humor, The Chive and others.

The campaign will also feature a series of consumer initiatives through the year, beginning yesterday with a sampling program tied to Cuban Independence Day. Cuba Libre cocktails were distributed to customers at participating Cineplex Odeon theatres in Toronto, Vancouver and Montreal. The commercial was also displayed in these theatres.

In July, the company will conduct a multi-day event called the Bacardi Festival Libre in Toronto, followed by similar events in Vancouver, Calgary and Montreal. These events will offer live music, dancing, products from local vendors, product sampling and Cuban food.

From June to October, the company will conduct additional sampling events aimed primarily at millennial-aged consumers. Other promotions will take place in collaboration with the Toronto Blue Jays, the Toronto FC, the Edmonton Eskimos, the Live Nation Digital Dreams Music Festival and Veld. Brand spokesperson Trevor Burnett will participate in a series of consumer and trade on-premise initiatives promoting "cocktail culture" and brand awareness.

"The Canadian roll out will see strong support in all marketing and advertising sectors, from TV and traditional out-of-home, to building projections and guerilla marketing, to branded car experiences," said Nadine Iacocca, brand director for rums at Bacardi Canada. "Creative was developed globally with local adapts made. The platform embodies the integrity and passion of the Bacardi family that sustained our rum brand since the mid 1800s.  Each component of the campaign is designed to engage the millennial consumer to pursue their passions no matter what, much like the Bacardi family did, encouraging camaraderie and strength of character."

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