Bacardi Canada has hit the road on a cross-country tour to promote rum culture. In May, the brand launched its “Bacardi Untameable Since 1862” campaign, with advertising that celebrates Bacardi’s Cuban origins and “irrepressible spirit.”
This summer, Bacardi is focused on its cross-country Festival Libre events that showcase Cuban culture. The events transform venues into Cuban-street style parties and feature Bacardi rum cocktails, Cuban cuisine, live music, dancers, Bacardi and Cuban imagery and a cigar roller.
“We think the best way to experience rum culture is to spend some time at a festival or event that celebrates all the things that are related to our Cuban roots,” said Nadine Iaccoca, brand director, rums, at Bacardi Canada. “It’s not just about the rum. We thought [the festivals] would allow consumers to really be absorbed into that world, more than just a standard sampling event.”
Festival Libre kicked off in Toronto last month and will take place in Montreal on Aug. 14, followed by London, Ont., Halifax and Calgary.
The events are also designed to give consumers new ideas about Bacardi rum drinks. “A lot of people often think that rum is more the drink for the summer season or for the holidays, but there are so many different cocktails that can be made with rum,” said Iaccoca.
Bacardi will also use the events as an opportunity to create video content it can use for promotions down the road.
Toronto-based Community is managing the Festival Libre events.