Untameable BACARDÍ is a new multi channel campaign of the famous rum brand. Unlike standard rum brands it focuses on the heritage of the company instead of party time or fake characters. “Untameable Bacardi” highlights the harsh fate that Bacardi has faced since its introduction in Cuba in 1862. Big fire in 1880, Prohibition started in 1920 in the United States, an earthquake in 1932 that destroyed Bacardi’s facilities, and the seizure of Bacardi’s Cuban assets in 1960 by revolutionary Fidel Castro.
“The campaign pays tribute to the brand’s enduring popularity, continuing ingenuity and connects with consumers as it inspires them to ignite the bold, ‘Irrepressible Spirit’ within us all; This campaign ushers in a new era for Bacardi rum, with a deeper focus on its provenance.”
– said Dmitry Ivanov, senior global category director of rums for Bacardi.
In the video for the campaign a Spanish actor Jordi Mollà, who represents the Bacardi family, climbs up a hill past symbolic depictions of all the hurdles the brand has had to overcome; fires, earthquakes, prohibition, revolutions, and their exile from their motherland of Cuba. Video will be shown in 30-, 60-, and 120-second TV advertisements, supported by outdoor billboard, print and digital executions. The television spots—named Procession were directed by award-winning Dante Ariola and has voiceover of actor Jason Isaacs. The ads were filmed on location at the UNESCO World Heritage site of Ouro Preto, Brazil.
Untameable Bacardi campaign includes printed materials with claims that focus not on the quality of the Bacardi Rum, but on the history of the brand:
Some men are kicked out of bars, others are kicked out of countries
– one poster of Untameable Bacardi campaign says.
Created by BETC London, part of the Havas Creative division of Havas, Untameable Bacardi campaign includes print, digital and TV edition, new, authentic logo design inspired by hand-drawn one from the early 1900s, and an update for it’s word mark. The campaign is targeted to the millenial audience. It has been launched in the US and Mexico on November 20, and will launch in India and Australia in December, followed by other markets in spring 2014. It will be translated into 30 languages.
The integral part of campaign is an interactive Our Story website.
Consumption of rum is highest among younger drinkers. While 20 percent of all consumers drank rum in the last six months, that jumps to 32 percent for those 21 to 24 and to 30 percent for those 25 to 34, according to a survey by Mintel, a market research firm.
Bacardi leads the rum category, with a 35.4 percent share of the volume sold in the United States in 2012, followed by Captain Morgan, a Diageo brand, with a 23.2 percent volume share, according to Euromonitor International, a market research firm. Rum consumption has grown sharply in recent years, with the amount sold domestically increasing 11.3 percent from 2003 to 2012.
Bacardi Limited is the largest privately held, family-owned spirits company in the world. Originally known for its eponymous Bacardi white rum, it is now also known for its brand portfolio comprising more than 200 brands and labels. Bacardi Limited is headquartered in Hamilton, Bermuda and has a 16-member board of directors led by the original founder’s great-great grandson, Facundo L. Bacardí. The biggest brands of Bacardi are: Martini, Bacardi Rum, Grey Goose Vodka, Bombay Sapphire Gin, Eristoff Vodka, Dewar’s Blended Scotch Whisky, Cazadores Tequila.