Bacardí campaign targets millennials

18th March, 2014 by Lauren Eads

Bacardi has invested millions of pounds on a new marketing campaign to connect with millennial consumers and promote its brand within the UK market.

BACARDI_PR_STILLS.000010The campaign, “Bacardí Untameable Since 1862”, will feature TV, digital, out-of-home and PR activities and pay homage to the brand’s 150-year history and will target millennial consumers.

Millennials, also known as Generation Y, are defined as those born from the early 1980s to the early 2000s.

Lisa Jazwinski, Bacardí UK and Ireland brand director, said: ‘“Bacardí Untameable Since 1862” is an idea that is completely ownable to Bacardí 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 BACARDÍ 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 “Bacardí Untameable Since 1862” enables us to connect with millennials as one Irrepressible Spirit to another.”

The brand’s upcoming television advertisement was directed by Dante Ariola and stars actor Jordi Mollà with voice work by actor Jason Isaacs, and was filmed on location at the UNESCO World Heritage site of Ouro Preto, Brazil.

The brand’s logo has also been refreshed inspired by the BACARDÍ bat hand-drawn designs from the early 1900s.

Bacardí was founded in 1862 in the city of Santiago de Cuba by Don Facundo Bacardí Massó.

While millennials have been held accountable for fuelling Italian wine sales in the US, including Prosecco, concerns have been raised that the wider wine industry is “losing touch” with millennial consumers.

Leave a Reply

Your email address will not be published. Required fields are marked *

Subscribe to our newsletters

Job vacancies

Administrative Assistant

Swig Wines Ltd
Chiswick, London, UK

HR Manager

Amathus Drinks PLC
London, UK

Beer Development Specialist

Matthew Clark
London, UK

Senior Sales Manager

Haynes Hanson & Clark
Gloucestershire, GB

Customer Services Administrator

Speciality Drinks Ltd
London, UK

National Business Development Manager

Speciality Drinks Group
London, UK

Inventory Analyst

Bibendum PLB
London, UK

Events Executive - Atom Supplies

ATOM Supplies Limited
London, UK

Off-Trade Sales Account Executive

Domaine Direct
Nationwide, working from a combination of home & London office.

Sales Executive/Brand Ambassador

Glenfarclas
Ballindalloch, Speyside, UK

Client Manager

Noble Rot
Wandsworth, London, GB

Spirits Investment Director

Stilnovisti
London, UK

Junior Brand Manager

Enotria Winecellars
Park Royal, London, UK

Content & Digital Assistant

ABVGlobal
London, UK

Sales Manager

Cellar Trends
London, UK

Champagne Masters 2017

Deadline : 7th July 2017

The Global Sparkling Masters 2017

Deadline : 10th July 2017

The Global Malbec Masters 2017

Deadline : 10th July 2017

The Global Syrah Masters 2017

Deadline : 18th July 2017

Click to view more

The Drinks Business Awards 2017

Now in its 15th year, the db awards have become the most authoritative, internationally respected badge of achievement in the alcoholic drinks industry.

The Asian Cabernet Sauvignon Masters 2017

the drinks business Hong Kong announces its first year of The Asian Cabernet Sauvignon Masters.

Rioja Masters 2016

Now in its fifth year, the competition will recognise and reward the finest Riojas on the world stage.

Fortified Masters 2016

Now in its third year, The Fortified Masters will reward the best fortified wines on offer.

Click to view more