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Bacardi Announces Launch of New "Together" Campaign

May 24, 2011


CORAL GABLES, Fla. -- Bacardi – the world's best-selling and most awarded premium rum– announces the official launch of the "Bacardi Together" campaign. As part of its "Together" platform, the brand has unveiled a new 30-second television spot titled "Inventions," which brings to life the brand point of view by demonstrating for years many things have been invented to help people get together, including Bacardi.

The spot is one piece of a multi-media communications approach that includes TV, out of home, public relations, experiential marketing, significant digital advertising and the "Like It Live, Like It Together" engagement program on Facebook. "Inventions" can be viewed at http://www.bacardi.com/us/en-us/press/togethervideo/default.htm.

Since 1862, Bacardi has facilitated human connections and has become recognized as the world's most mixable and sociable spirit. "Inventions" reflects life is better shared with others and suggests everything invented, including essential creations such as fire and the wheel, was for the purpose of bringing people together. The spot features Bacardi Superior Rum, the lead product in the trademark's portfolio, to reinforce the idea the world's original, light-bodied clear rum has been at the heart of great get-togethers for more than a century.

Created by Young and Rubicam and award-winning director Johnny Green, "Inventions" was filmed in different locations across Argentina and features the music track "NYC moves to the sound of LA" by the rock band Funeral Party. The spot will run in primetime on national cable networks throughout the summer on top sports and entertainment outlets such as ESPN, SPIKE, Comedy Central, FX, TBS and TNT.

"Bacardi is an iconic spirits brand with a unique history and heritage that has always portrayed a spirit for life," said Toby Whitmoyer, vice president, category managing director, Bacardi rums. "The 'Bacardi Together' campaign was designed to unify the brand's product portfolio and consumers across the country; our goal is to create opportunities to bring people together both online and in real life to celebrate any occasion over a Bacardi cocktail. When viewers see the 'Inventions' spot, or any other assets from the 'Bacardi Together' campaign, they will be able to relate what they see to their daily life and recognize Bacardi has always been, and will continue to be, an invention that brings them together."

Earlier this month, "Bacardi Together" outdoor and digital media executions launched in key metro markets including New York, Los Angeles, Miami, Las Vegas, Dallas, Minneapolis and Chicago. The message, "Mixes well with others," further communicates the Bacardi point of view of getting people together – over a great cocktail made with Bacardi.

The "Bacardi Together" idea also inspired the brand's social media platform and Facebook program titled, "Like It Live, Like It Together". The program brings consumers' online "Likes" expressed through Facebook into real life experiences for thousands of fans across the country. Consumers can visit www.facebook.com/Bacardi and click on the "Together Tab" to cast their votes for their top "Likes" and enter for a chance to win tickets to one of two events in New York City and Las Vegas.


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