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$10 Million Effort Backs Island Breeze Low-Cal Liquor

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ORLANDO, Fla. ( -- Bacardi USA is using Sex and the City star Kim Cattrall as a spokeswoman in a $10 million print and TV campaign breaking in May for a new low-calorie alcoholic beverage called Island Breeze.
Photo: AP
Kim Cattrall will be promoting Bacardi's new low-cal liquor product.

The marketer chose Ms. Cattrall because her character Samantha on the popular HBO series Sex and the City appeals to the primarily female audience Bacardi is targeting.

'Power woman'
Samantha is a "power woman" who lives "life to the fullest and has a successful career," Alredo Piedra, chairman of global new product development for Bacardi Global Brands, told at the Wine and Spirits Wholesalers of America association meeting here.

The notion of "having it all" drives the message of the liquor product promotion. Island Breeze is a low-calorie, rum-based white drink that comes in wild berry, key lime and coconut flavors. The spirit has a low alcohol level -- 36 proof -- to appeal to those who are reluctant to drink spirits.

"We have a functional benefit that is highly relevant to females," Mr. Piedra said.

A 68-calorie pina colada
Bacardi will be pushing drink recipes that highlight that benefit. According to marketing materials, a typical pina colada has 376 calories. One made with Island Breeze has 68.

The fizzling of the low-carb trend shouldn't hurt the brand, which hits store shelves in May, Mr. Piedra said. "The calorie issue is here to stay. The carb issue may come and go."

Ads run in May issues of magazines including O, the Oprah Magazine, Self, Cosmopolitan and Real Simple. Commercials on cable break May 23 on networks including FX, We, VH1, USA, TLC and Discovery.

PR and promotions
The brand will be backed by an additional $5 million in public relations, promotions and other so-called below-the-line marketing efforts.

Interpublic Group of Cos.' Avrett, Free & Ginsberg, New York, is the brand's ad agency.

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