Bacardi USA Taps KSL As Media Buyer For All Brands

Dan Marsteller
Posted: February 25, 2010

Bacardi USA has brought all its media planning and buying under one
roof. The company is shifting media services for its Bacardi rum,
Dewar’s Scotch whisky and others to New York’s KSL Media from
Universal McCann.

KSL was already Bacardi USA’s appointed media planner and buyer for
select brands including Grey Goose, Bombay Sapphire and Cazadores
Tequila. According to Nielsen, Bacardi USA spends $35 million in
measured media annually (not including Internet spending).

Bacardi unveiled a new unified global positioning for its namesake rum
last fall, including a multimillion-dollar push in the U.S. Titled
“Spirit of Bacardi” and including TV, out-of-home, digital, cinema and
print executions, the campaign plays up an “island celebration” theme.

Send for your free trial issue of Impact newsletter today. Click here.