Bacardi launches global creative review

Bacardi Limited has launched a global creative review for most of its brands, according to three people close to the situation. The review is said to include BBDO’s global remit for the client, which includes brands such as Bacardi Rum, Bombay Sapphire Gin, Martini, Dewar’s and St-Germain, among others. BBDO and Bacardi declined to comment. In 2015, the liquor giant consolidated its creative and media duties with BBDO and Omnicom Media Group, respectively. Bacardi spent $225 million on global media in 2024, according to COMvergence data. In the U.S., the company spent $91 million on measured media, down from $100 million in 2023, according to MediaRadar. The liquor giant has also been shifting other parts of its business recently. BBH USA took over lead creative duties for Grey Goose and Patrón at the end of last year. The two brands, which aren’t part of the current review, according to multiple sources, were previously handled by MullenLowe. BBH and MullenLowe weren’t immediately available for comment. In 2023, MullenLowe won lead creative duties for Grey Goose from BBDO. One of BBDO’s recent campaigns for Bacardi features a film starring pop star Camila Cabello, showcasing the singer dancing to her song “I LUV IT.” Cabello recently signed a multi-year deal to become the face of the Bacardi rum brand. In February, Bacardi launched a campaign highlighting an additive-free formulation of its Patrón tequila, with creative from MullenLowe. Bacardi is also known for its strategic partnerships. Grey Goose has sports deals with the Miami Heat and the Los Angeles Clippers, and has partnered with the US Open since 2007. Its signature “Honey Deuce” cocktail, served during the tennis tournament, generated $12.8 million in sales at the 2024 US Open.

Bacardi launches global creative review

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