Bacardi Canada is going back to its roots to connect with today’s male millennial for a new campaign that launched Thursday (which, appropriately for a rum maker, was Cuban Independence Day) as part of a larger global effort.
“Bacardi Untameable Since 1862” from BETC London includes television commercials, print, out of home and digital advertising and walks consumers through the various obstacles the privately held, family-owned spirits company has faced during its history.
This TV spot made its global debut late in 2013
The Bacardi family and brand didn’t merely survive fires, earthquakes, Prohibition and the Cuban revolution – it thrived, according to the voiceover on the 30- and 60-second television commercials.
Nadine Iaccoca, brand director, rums, at Bacardi Canada, said the campaign embodies the “irrepressible spirit” that has driven the brand all these years, and helped inspire the “Untameable” tagline.
It also speaks to a target that is interested in authentic interactions with brands that aren’t laced with “marketing speak,” Iaccoca told Marketing.
“At its core the target [consumer] is at that point of change in his or her life – they’ve just graduated school and they’re looking for their first job… Perhaps they’re embarking on a life journey… It’s really about overcoming whatever obstacle and going after your passions,” said Iaccoca.
The Canadian-led portion of the campaign is focused largely on events. In July the brand will host a three-day Cuban festival with dancing, local artisans and product sampling in Toronto’s Distillery District.
Bacardi worked with its Canadian agency Community on adapts in addition to #TruePassion, an effort that encourages the target audience to share special moments using the hashtag across their social networks. The hashtag appears on the OOH executions (see above left).
Denneboom handled the Canadian media buy.
Bacardi also recently conducted a sampling program at Cineplex Odeon’s VIP cinemas, which is a licensed section of the theatre. The brand served Cuba Libres, a traditional cocktail made with cola, rum and lime.