BACARDI(R) Rum Unleashes "Untameable" Attitude Worldwide with New Look, Feel and Marketing Campaign
BACARDI(R) Rum Unleashes "Untameable" Attitude Worldwide with New Look, Feel and Marketing Campaign
AsiaNet 54972
HAMILTON, Bermuda, Nov. 18, 2013 /PRN=KYODO JBN/ --
- New, bold "BACARDI Untameable Since 1862" campaign launches globally,
unites brand and products
- Evocative print, digital and TV ads inspire consumers to unleash
their "Irrepressible Spirit" to live boldly and passionately
- Authentic, artisan, hand-drawn bat logos from 1900s inspire new design
Everyone has a story. The BACARDI brand and family's story can be summed up
with one word: "Untameable." With more than 150 years of uncompromised passion
triumphing against extraordinary odds, BACARDI is the rum brand with tales
where the truth is better than any fiction. Fearlessly honoring its legacy, the
brand with "Irrepressible Spirit" written in its DNA, today announced the
launch of "BACARDI Untameable Since 1862," a new global marketing campaign that
tells the stories behind BACARDI rum, its origins in Cuba and inspires
consumers to embrace life and live boldly to showcase their own "Irrepressible
Spirit."
To view the Multimedia News Release, please click:
http://www.multivu.com/mnr/64144-bacardi-untameable-attitude-new-look
The television, digital and print ads embody the true grit and
determination that sustained the rum brand and helped it thrive. The
advertising will feature headlines such as, "We Remember Prohibition - It was a
Blast;" "Some Men are Kicked Out of Bars - Others are Kicked Out of Countries;"
and "Earthquakes, Fire, Exile, Prohibition - Sorry Fate, You Picked the Wrong
Family."
The ads offer snapshots of the BACARDI history during prohibition, exile
from Cuba, and showcase how the Bacardi family had the original irrepressible
spirit to overcome earthquakes, fire, war and revolution-none of which could
defeat their spirit, because "True Passion Can't Be Tamed." The campaign is
designed to engage millennial consumers to pursue their passions no matter
what-much like the Bacardi family did-encouraging camaraderie and strength of
character.
"BACARDI Untameable Since 1862" will be supported by 30-, 60-, and
120-second TV advertisements, as well as robust outdoor billboard, print and
digital executions. The television spots-named "Procession," because of the
frame-by-frame timeline and sequence of events viewers experience-were directed
by award-winning Dante Ariola, star actor Jordi Molla and has voiceover of
actor Jason Isaacs. The ads, filmed on location at the UNESCO World Heritage
site of Ouro Preto, Brazil, are highly stylized and have a blockbuster movie
feel. The ads exude a realism that commands attention-engaging consumers to
feel that with every sip, the BACARDI brand story is their own.
"BACARDI is known for its passionate drive, regardless of circumstance,
convention or expectation. The campaign pays tribute to the brand's enduring
popularity, continuing ingenuity and connects with consumers as it inspires
them to ignite the bold, 'Irrepressible Spirit' within us all," said Dmitry
Ivanov, Senior Global Category Director of Rums for Bacardi. "Taking a global
creative approach with the 'BACARDI Untameable Since 1862' campaign allows us
to focus all of our marketing resources against a single powerful idea; an idea
that's completely ownable to BACARDI as it is rooted in the brand's history and
the Bacardi family's attitude to life."
The BACARDI portfolio of light and dark rums globally will be united under
one BACARDI creative look and feel. Every market in the world will have the
same BACARDI swagger in its branding, marketing campaigns, advertising and
visual identity for these rums. All markets will also feature the
bigger-than-life, "untameable" BACARDI attitude.
Along those lines, the new campaign pays tribute to Don Facundo Bacardi
Masso, who had the vision, 151 years ago, to blaze a new path and add steps
never before used in rum making to create rum as the world knows it today. With
the same pioneering soul of its founder, and in remembrance of its humble
origins and beginnings in Santiago de Cuba in 1862, BACARDI rum will face the
future with a bat logo inspired from the past.
Looking deep into the BACARDI archives to uncover the treasured, authentic,
artisan bat designs over the past 151 years, the new logo is a creation
inspired by BACARDI bat hand-drawn designs from the early 1900s. It stays true
to the integrity of the original symbol, which in Cuban and Spanish heritage
represents good luck, good fortune and family unity.
The BACARDI word mark has also been updated, influenced by the Cuban Art
Deco style from the late 1920s to early 1930s. The most famous example of this
Art Deco style is the former Bacardi sales office in Havana known as El
Edificio Bacardi (The Bacardi Building). To this day, the 11-story building
remains crowned by a BACARDI bronze bat and emblazed with the Art Deco stylized
typeface.
"This campaign ushers in a new era for BACARDI rum, with a deeper focus on
its provenance to showcase the unfailing determination of the Bacardi family
and invites consumers to share in it," said Ivanov. "This idea infuses the
BACARDI brand with the authenticity of its origins, celebrates the incredible
quality and craftsmanship of our rums and showcases a universally resonant
attitude. In essence, 'BACARDI Untameable Since 1862' is a salute to the
Bacardi family's incredible heritage, to pursuing your passions, and to an
extraordinary rum."
Using creative digital formats, fans will be able to discover and share the
"Irrepressible Spirit" of BACARDI rum for themselves, with access to artifacts
from the brands 151-year history and behind-the-scenes photography and video
footage from the ad shoot, offering a truly immersive experience.
"BACARDI Untameable Since 1862" will launch in the United States and Mexico
on November 20, and India and Australia in December, followed by other markets
in spring
2014.
For more information on "BACARDI Untameable Since 1862," BACARDI rum and
cocktail
recipes, visit bacardi.com [http://www.bacardi.com ].
Note to Editors: "BACARDI Untameable Since 1862" advertisements, imagery
and behind-the-scenes content can be viewed via
http://www.bacardimediacentre.com.
About BACARDI Rum - The World's Most Awarded Rum
In 1862, in the city of Santiago de Cuba, founder Don Facundo Bacardi Masso
revolutionized the spirits industry when he created a light-bodied rum with a
particularly smooth taste - BACARDI. The unique taste of BACARDI rum inspired
cocktail pioneers to invent some of the world's most famous recipes including
the BACARDI Mojito, the BACARDI Daiquiri, the BACARDI Cuba Libre, the BACARDI
Pina Colada and the BACARDI Presidente. BACARDI rum is the world's most awarded
spirit, with more than 550 awards for quality, taste and innovation. Today,
BACARDI rum is made in Puerto Rico and Mexico where it is crafted to ensure the
taste remains the same today as it did when it was first blended in 1862.
LIVE PASSIONATELY. DRINK RESPONSIBLY.
BACARDI, BACARDI UNTAMEABLE AND THE BAT DEVICE ARE TRADEMARKS OF BACARDI &
COMPANY LIMITED
SOURCE: Bacardi
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