Bacardi Looks To Seize The Night With New Multi-Million Dollar Push

Bacardi has unveiled a new multi-million dollar global campaign intended to reinforce the nightlife credentials of its namesake rum brand. Bacardi North America CMO Mauricio Vergara tells SND that the new “We Are the Night” push is “focused on our ‘big night out’ occasion” and targeted to both men and women. Debuting in the U.S. this week ahead of a European rollout next month, “We Are the Night” includes TV, online video and targeted social media aspects among other initiatives.

“We Are the Night” follows a $25 million U.S. campaign behind Bacardi that began last year under the tagline, “Nothing in the Way.” “For both campaigns, we have created work based off of the brand idea of Untameable Since 1862, which has been consistent since 2014,” says Vergara, who is also the global lead for Bacardi rum. “‘Nothing in the Way’ has performed well, but as our brief for this work evolved we had to go back to creative development. This brand campaign has been designed to flex as we feature different serves—the launch work features Superior (Bacardi & Cola in the United States) and Carta Blanca (Bacardi Mojito in Europe).”

After declining 2.7% to 7.1 million cases in the U.S. in 2015, according to Impact Databank, the Bacardi brand is down by about 2% in both NABCA and IRI channels in the year-to-date. —Daniel Marsteller

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