Bacardi launches its new campaign - Because true passion is Untameable!
‘Exiled Outlawed and always free!’ insists the tagline of the latest 360-degree campaign including TV, print and digital promotions by Bacardi. Gone are the days, when merely convincing the consumer to try and buy the product would lay the premise of advertising and branding. The coming-of-age brands are able to dig deeper into the psyche of the consumer to build a stronger connect with the target group. This is precisely what Bacardi is aiming at while focusing on the global repositioning of the brand with its new campaign ‘Untameable since 1862.‘
In a flurry of activities revolving around this campaign, Bacardi organised an event conceptualised by Wizcraft and Bacardi at Kingdom of Dreams. The message of the brand came across very clear with theatrical retelling of Bacardi’s struggle as an entity since the time of its inception in 1862. From the prohibition imposed in US, in 1919, to the earthquake that devastated Bacardi’s warehouse in 1932, and the confiscation of assets by the Cuban government in 1960, Bacardi has resurfaced like a phoenix each time rising from the ashes ever since its inception 151 years ago. Viva La Pasion, the modern theatrical, choreographed by Terence Lewis and directed by Qsar Thokore Padamse, recapitulated the legacy of Bacardi’s struggle. It also released a TVC revolving around this.
The party later continued at Cuban square where DJ Hamza, the pioneer of the house scene in India, brought the house down with his percussionists. With the start studded presence of Neha Dhupia and Sonu Sood , the party was also enjoyed by Suneet Verma, Papa CJ, Varun Bahl, Ramola Bachcan, among other hot shots. Midival Punditz was also the highlight of the show.
With a portfolio of 200 products, the massive marketing campaign aims to cover 50 million digital roadblock impressions. Talking about the campaign Manish Seth, Director of Marketing and Sales, Bacardi India, said, “Bacardi now makes a compelling shift from associations with beaches and parties to a more personal association with our consumers. The brand would try to take an emotionally relevant stand while being distinctly masculine.”
Further, the world’s largest private spirit selling company is trying to engage millennials while echoing their conviction of being adventurous and fearless. “This new campaign celebrates the untamable spirit within all of us and inspires everyone to follow their passions. We are delighted to share a piece of Bacardi’s history with everyone,” asserted Vijay Subramaniam, Managing Director, Bacardi, India.
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