BACARDÍ Rum has announced
today it’s new global marketing campaign
honouring its ‘legacy’ and ‘heritage’ with the tagline "BACARDÍ Untameable
Since 1862.” The original campaign features the struggles that BACARDÍ faced,
exile from Cuba, earthquakes and prohibition, and how they fought through all
of it to survive with their ‘Irrepressible Spirit’. It’s designed to encourage
consumers to live life to the full and embrace their passions, by showcasing how
the Bacardí family did just that. In their glossy new ads, headlines such as “We
Remember Prohibition - It was a Blast” are designed to entice consumers and
reinforce the brands staying power.
Their focus is on history,
longevity and passion. BACARDÍ was borne
out of a love for rum, and it is due to its humble origins that is has
persisted as one of the leading global spirit brands. This is going to be a
massive campaign with several TV advertisements, billboards, digital and print
ads, all with a decidedly ‘Hollywood’ feel. The TV ads were directed by award-winning
Dante Ariola and feature actor Jason Isaacs, most known for his role in the
Harry Potter films, giving the campaign , and therefore the product, an
extravagant feel.
Why is it that a multi-million
pound, well-established brand, still needs to constantly market itself? You
could argue that the reason behind its success is because BACARDÍ have never forgotten
that to be a lucrative business you need to preserve brand loyalty, whilst attracting new consumers. The way that consumers behave is vital to campaigns
such as these. BACARDÍ needed to know who was buying their rum, who wasn't, and
the reasons behind these decisions. This kind of intelligence informs companies
about how to match their business and marketing strategies to the latest
consumer trends.
By understanding their
market, BACARDÍ have designed their campaign specifically to engage millenials
and associate their rum with the idea of embracing life to the full. The first
step the BACARDÍ brand would have taken before they set about brainstorming, would
have been to read market research reports so that they could tailor their
campaign specifically to their target market. The Industry Report Store has a
range of Spirits and Beverage reports which are invaluable to businesses who
wish to keep their strategies in line with consumer trends.
To learn more about these
reports have a look on our website here: Industry Report Store
Or read one of our previous
blog posts about the UK Spirit Industry here: The UK Spirits Market: What Consumers Drink and Why?
About Industry Report Store:
Industry Report Store is the most comprehensive online resource for market research reports, analysis, news and expert commentary on 40 industries in over 100 countries. Find over 150,000 global and country sector reports, consumer trend reports, company profiles and market guides, all available for online purchase.
The reports in our store draw on robust primary and secondary research, proprietary databases, industry surveys and insightful analysis from our own in-house expert teams and from carefully selected third-party publishers. We provide access to the latest data on global and local markets, key industries, top companies, M&A activity, new product launches and trends so you can make faster and better informed business decisions.
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Press Contact:
Bianca Underhill
Marketing Executive
T:+44(0)20 7936 6830
