The effort, from Ammirati Puris Lintas, New York, positions the brand as a relief from hum-drum day jobs. For example, an ad highlighting a woman's pierced navel runs with the words "Banker by day, Bacardi by night."
Other executions feature a woman holding a cigar and young hipsters hanging out at hot spots like Chaos, the Knitting Factory and the Spy Bar.
`THE REAL YOU'
The campaign's message is that "Bacardi is the real you, the person who comes out after doing the things you've got to do," said Marcos Perez, marketing manager for Bacardi.
The campaign ends the brand's 5-year-old "Just add Bacardi" effort.
The campaign is breaking in 20 national magazines, including Cosmopolitan, Details, Rolling Stone and Spin. To make an impact, the distiller will run three consecutive right-hand ads in each book during the launch. The plan calls for 255 national pages and up to 12 executions. The effort will run in 35 magazines in total.
Burrell Communications Group, Chicago, and Castor Group, New York, are developing extensions for African-American and Hispanic audiences, respectively, Mr. Perez said.
UP 1% LAST YEAR
Bacardi rum, the biggest spirits brand in the U.S. and the largest rum in the world, grew about 1% to 6.6 million cases in the U.S. last year, a flat year for spirits sales, according to industry trade publication Impact. The brand represents 53% of all U.S. rum sales, followed by Seagram Americas' Captain Morgan, with 20%.
Despite its leadership position, Bacardi could perform better with more consistent marketing support, said Tom Pirko, president of consultancy BevMark.
"They will come out of the gate with a lot of commitment . . . but they haven't spent enough on advertising to build its hold on the consumer," Mr. Pirko said.
Bacardi plans to spend $27 million on its flagship rum this year, up 8% from last year (AA, Jan. 19).