Bacardi unveiled a new global multi-media advertising campaign, entitled "Spirit of Bacardi", with the first execution called "Island." The campaign celebrates the optimism, warmth and the pioneering attitude of Bacardi rum. The campaign will feature a TV platform, out-of-home advertising, digital, cinema and print and strong promotional support.
The "Island" commercial showcases a group of hip and spirited adults (21+) who escape their ordinary day by boat and build their very own island, thereby creating a unique adventure. For these imaginative friends, life is a journey and this distinctive "island celebration" satisfies their appetite to get the most out of life. Illustrated throughout the spot are the qualities of optimism, inclusiveness, imagination and positivity, which embody the brand's "Latin Spirit."
In the spot, Bacardi is the drink of choice. Ever the pioneering spirit, Bacardi rum has inspired and was used in creation of some of the world's favorite cocktails (the original Mojito, Cuba Libre, Daiquiri and Pina Colada).
"The new 'Spirit of Bacardi' campaign is centered on the desire to get together with friends and create rewarding and memorable experiences," said Monsell Darville, vice president, managing director, Bacardi rums. "This is a very relevant message to our target consumer and one that seamlessly connects with Bacardi rum's global brand values and Latin Spirit."
Created by Young & Rubicam Advertising, "Island" was directed by Sam Brown, one of the UK's hottest pop promo directors. It was shot at the Mediterranean Film Studios in Malta, which is popular for shooting Hollywood feature films. Specialized dive units and aerial photography crews were employed. Authentic and global elements were utilized for the shoot, including: a real island built on the water, importing fine tropical sand and palm trees, as well as a cast of 120 actors from places as diverse as Malta, Germany and the United States.
The spot will run in markets around the world, first breaking in October in the U.S., Puerto Rico, and Germany, and then The Netherlands and Canada. Other markets will follow. It is available in :20, :30, and :60 second spots.
"Island" will be supported at launch with a heavy public relations and digital campaign to drive trade and consumer awareness. Digital elements include iPhone/iPod downloads, Facebook and Twitter campaigns as well YouTube.
The U.S. portion of the global campaign includes a multi-million dollar spend from October 2009 to December 2009.