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.

http://www.bacardi.com

    LIVE PASSIONATELY. DRINK RESPONSIBLY.

    BACARDI, BACARDI UNTAMEABLE AND THE BAT DEVICE ARE TRADEMARKS OF BACARDI &

COMPANY LIMITED

    SOURCE: Bacardi