Bacardi unveils new campaign and logo

bacardi logoBacardi has unveiled a major new marketing campaign around the concept of “untameable” alongside a “refreshed” logo for the rum brand.

Backed by a multi-million-pound investment, it will include TV, digital, out-of-home and PR activities inspiring consumers to pursue their passions without compromise.

With the tagline “Bacardi Untameable Since 1862”, it will pay homage to the brand and family’s heritage dating back to being founded in Santiago de Cuba in 1862.

The brand’s iconic bat logo has been refreshed, taking inspiration from hand-drawn bat designs from the early 1900s. The word mark has been updated, influenced by the Cuban Art Deco style of the late 1920s and early 1930s.

In the UK, the campaign will be supported by 30- and 60-second TV advertisements, starring actor Jordi Mollà with a voiceover by actor Jason Isaacs.

The out-of-home advertising will feature headlines based on the company’s history, such as, “We Remember Prohibition – It was a Blast”, “Some Men are Kicked Out of Bars – Others are Kicked Out of Countries”, and “Earthquakes, Fire, Exile, Prohibition – Sorry Fate, You Picked the Wrong Family”.

Lisa Jazwinski, Bacardi UK & Ireland brand director, said: “’Bacardi Untameable Since 1862’ is an idea that is completely ownable to Bacardi because it is rooted in our brand’s authenticity, heritage and resolute attitude to life. The campaign tells the true stories of the “Irrepressible Spirit” of the Bacardi family that made Bacardi 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. In this, they are also ‘Irrepressible Spirits’, so ‘Bacardi Untameable Since 1862’ enables us to connect with millennials as one Irrepressible Spirit to another.”

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