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Bacardi Looks To Stage Turnaround For Core Brand With $25 Million U.S. Campaign

October 12, 2015

Bacardi, the U.S. market’s leading rum brand, is looking to assert its category dominance and reignite growth with a new advertising push featuring the tagline, “Nothing in the Way.” The new campaign—which makes its debut in the U.S. this week—is said to represent the brand’s largest-ever promotional spend. Industry sources estimate Bacardi’s U.S. outlay at upwards of $25 million.

Targeted primarily toward Millennial consumers within the LDA to 25 age range, the campaign includes TV and digital spots and aims to reestablish Bacardi’s presence within what the company calls the “party occasion.” The ads, which are slated to expand globally next year, also mark the first output for Bacardi from creative agency partners BBDO and OMD following its decision to consolidate the brand’s creative media activity earlier this year.

“This campaign starts the journey of Bacardi owning specific consumption occasions,” explains Fabio Di Giammarco, global vice president for Bacardi rum. “When Millennials shop for spirits, it’s mainly for the party occasion. This is the brand’s way of putting its (message) on the table in a contemporary, modern way, in an area and occasion that we should have never left.”

The campaign launch comes as Bacardi rum cedes ground in the U.S., slipping from more than 8 million nine-liter cases in 2010, to roughly 7.3 million cases last year, according to Impact Databank. However, Di Giammarco tells SND that Bacardi’s trends have improved lately, with a portion of its recent gains being driven by its flavored rum range.

“Bacardi’s leadership is important to us. We plan to maintain and expand that leadership, and regain the iconic status this brand has had and will continue to have,” says Di Giammarco.


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