Bacardi Moves From Heritage to a House Party Road Trip
BBDO's First Work Plays Down Heritage
Editor's Pick
Like many booze brands, Bacardi rum has spent a lot of its marketing money playing up its heritage in recent years. Ads told tales of how the 153-year-old brand survived Prohibition, its exile from Cuba and disasters like earthquakes, fire and war.
But in a sign that younger drinkers might be tiring of such stories, Bacardi is taking a sharp turn into the here and now with a new campaign that will be backed by a major media investment. The effort will retain the line, "Bacardi Untameable Since 1862." But a TV ad debuting Oct 12 avoids the past entirely. Instead, the spot, directed by Megaforce via Iconoclast, features a mobile house party that trucks along scenic highways and byways with revelers inside.
Bacardi's new approach will "go harder at embedding our brands back into culture," Mauricio Vergara, Bacardi Limited's chief marketing officer for North America and the global lead for the Bacardi brand, said in an interview. "We have one of the most iconic brands in the industry, but over the last few years we were not really connecting as effectively as we could with our target consumers and the new millennial."
The campaign -- which will launch first in the U.S. and go global next year -- marks the debut effort for Bacardi by BBDO Worldwide and OMD Worldwide.
The brand -- whose sales have slumped in recent years -- is projecting its bold new ambitions in a statement about the campaign scheduled to be released today that declares Bacardi wants to "dominate the category once again."
While Bacardi is still the top U.S. rum by volume market share, sales have been sagging. The brand's share fell to 34.3% last year from 35.4% in 2013, according to Euromonitor International. That is off the recent peak share of 39.7% in 2005, according to Euromonitor. The No. 2 U.S. rum brand, Diageo's Captain Morgan, has also lost share in recent years as smaller brands gain ground.
Read more about Bacardi's new direction on AdAge.com.
Credits
- Date
- Oct 12, 2015
- Brand :
- Bacardi
- Client :
- Bacardi
- Agency :
- BBDO
- Head of Creative Excellence :
- Zara Mirza
- Senior Executive Producer :
- Peter Friedman
- Worldwide Chief Creative Officer :
- David Lubars
- Chief Creative Officer :
- Greg Hahn
- Executive Creative Director :
- Danilo Boer
- Senior Creative Director :
- Matthew Brink
- Senior Creative Director :
- Adam Livesey
- Copywriter :
- Danilo Boer
- Copywriter :
- Roberto Danino
- Art Director :
- Danilo Boer
- Art Director :
- Danny Adrian
- Group Planning Director :
- Gordon Mclean
- Head of Communications Planning :
- Julian Cole
- Communications Planner :
- Cody Levine
- Senior Account Director :
- Justin Zerrenner
- Account Manager :
- Josh Goodman
- Account Executive :
- Lindsay Vellines
- Account Executive :
- Alexa Rice
- Director, Integrated Production :
- Dave Rolfe
- Global Executive Producer :
- Angelo Ferrugia
- Executive Music Producer :
- Rani Vaz
- Music Negotiation Marketing Arm :
- Brad Sheehan
- Business Affairs :
- Shelly Bloch
- Head of Art :
- Danilo Boer
- Digital Production Company :
- Iconoclast
- Director :
- Megaforce
- Executive Producer :
- Charles-Marie Anthonioz
- Senior Line Producer :
- Bridgitee Pugh
- Director, Photography :
- Alexis Zabe
- Post Production Company :
- The Mill
- Visual Effects Supervisor/2D Lead :
- Ilia Mokhtareizadeh
- Visual Effects Supervisor/3D Lead Artist :
- Olivier Varteressian
- Visual Effects Producer :
- Eliana Carranza-Pitcher
- 2D Artist :
- Blake Druery
- 2D Artist :
- Dae Yoon Kang
- 2D Artist :
- Ben Kwok
- 2D Artist :
- Sam Caine
- 3D Artist :
- Laurent Giaume
- 3D Artist :
- Tim Kim
- 3D Artist :
- Ivan Joy
- 3D Artist :
- Claire Chang
- Colorist :
- Fergus McCall
- Editing Company :
- Work Editorial
- Editor :
- Neil Smith
- Executive Producer :
- Jane Dilworth
- Senior Producer :
- Sari Resnick
- Cutting Assistant :
- Adam Witten
- Sound Design :
- Barking Owl
- Creative Director :
- Kelly Bayett
- Sound Designer :
- Rommel Molina
- Associate Producer :
- Ashley Benton
- Music :
- John Wood - Born to Wonder
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