Bacardi’s Campaign Taps Rum’s “Spirit”

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Curtiss Gibson
Posted: November 9, 2009

Bacardi Ltd has unveiled a new global marketing program for its flagship rum. The campaign, which will utilize television, out-of-home, print and digital ads, is titled “Spirit of Bacardi.” The initial wave began in October, as the first spot, “Island,” aired in the U.S., Puerto Rico and Germany before expanding to The Netherlands and Canada.

Island, created by Young & Rubicam Advertising, will eventually expand into other global markets. The multi-million dollar U.S. portion of the campaign will conclude in December. The Bacardi brand has advanced by at least 200,000 cases annually in each of the past three years.