The world’s favorite rum Bacardi launched a new global multi-media advertising campaign, entitled “Spirit of Bacardi”, with the first execution called “Island.” The campaign celebrates the optimism, warmth and the pioneering attitude of Bacardi rum. The campaign will feature a TV platform, out-of-home advertising, digital, cinema and print and strong promotional support.
The Bacardi “Island” commercial showcases a group of people who escape their ordinary day by boat and build their own island, thereby creating a unique adventure. For these imaginative friends, life is a journey and this distinctive “island celebration” satisfies their appetite to get the most out of life.
In the spot, Bacardi is the drink of choice. Ever the pioneering spirit, Bacardi rum has inspired and was used in creation of some of the world’s favorite cocktails (the original Mojito, Cuba Libre, Daiquiri and Pina Colada).
“The new ‘Spirit of Bacardi’ campaign is centered on the desire to get together with friends and create rewarding and memorable experiences,” said Monsell Darville, vice president, managing director, Bacardi rums.
“Island” was created by Young & Rubicam Advertising agency and directed by Sam Brown. It was shot at the Mediterranean Film Studios in Malta. Authentic and global elements were utilized for the shoot, including: a real island built on the water, importing fine tropical sand and palm trees, as well as a cast of 120 actors from places as diverse as Malta, Germany and the United States.
The spot will run in markets around the world, first breaking in October in the U.S., Puerto Rico, and Germany, and then The Netherlands and Canada. Other markets will follow.
“Island” will be supported at launch with a heavy public relations and digital campaign to drive trade and consumer awareness. Digital elements include iPhone/iPod downloads, Facebook and Twitter campaigns as well YouTube.
The U.S. portion of the global campaign includes a multi-million dollar spend from October 2009 to December 2009.
To view BACARDI rums new multi-media advertising campaign, please visit www.bacardi.com.
Agency: Young & Rubicam
Client: Jeff MacDonald, Global Brand Director, Bacardi
Copywriter: Mark Waldron
Art director: Dave Godfree
Planner: Angie Ma
Media company: Universal McCann
Media planner: Scott Neilson
Production company: Rogue
Director: Sam Brown
Editor: James Rosen at Final Cut
Post-production company: The Mill
Audio post-production company: Factory Studios