Bacardí has unveiled a brand new, marketing campaign in the UK: “BACARDÍ Untameable Since 1862” which aims to inspire consumers to boldly pursue their passions and showcase their own “Irrepressible Spirit” – just like the Bacardí family has done for the past 152 years.
Founded in 1862, in the city of Santiago de Cuba by Don Facundo Bacardí Massó, Bacardí rum is still family-owned. This campaign ushers in a new era for Bacardí, with a focus on the brand’s history and origins, which saw the founding family triumph against extraordinary odds – earthquakes, fires, prohibition, revolution, and exile – to evolve their business and transform the rum industry. The campaign, is say the company, ‘designed to engage consumers to pursue their passions no matter what, encouraging camaraderie and strength of character.’
“BACARDÍ Untameable Since 1862”, will be supported by 30 and 60-second TV advertisements, and digital executions, which embody the grit and determination that not only helped the company, family and rum survive – but thrive. Lisa Jazwinski, Bacardí UK & Ireland Brand Director, comments, “The campaign tells the true stories of the “Irrepressible Spirit” of the Bacardi family that made Bacardí rum what it is today. The campaign is all the more relevant to millennials now. Our consumers are coming of age in an uncertain world but they remain fiercely optimistic and believe they can make a difference.”
The brand has also had its logo refreshed with the updated logo inspired by Bacardí bat hand-drawn designs from the early 1900s. It stays true to the integrity of the original symbol, which in Cuban and Spanish heritage represents good luck, good fortune and family unity.