New, bold "BACARDÍ Untameable Since 1862" campaign launches globally,
unites brand and products
Evocative print, digital and TV ads inspire consumers to unleash their
"Irrepressible Spirit" to live boldly and passionately
Authentic, artisan, hand-drawn bat logos from 1900s inspire new design
HAMILTON, Bermuda, Nov. 18, 2013 /CNW/ - Everyone has a story. The
BACARDÍ brand and family's story can be summed up with one word:
"Untameable." With more than 150 years of uncompromised passion
triumphing against extraordinary odds, BACARDÍ is the rum brand with
tales where the truth is better than any fiction. Fearlessly honoring
its legacy, the brand with "Irrepressible Spirit" written in its DNA,
today announced the launch of "BACARDÍ Untameable Since 1862," a new
global marketing campaign that tells the stories behind BACARDÍ rum,
its origins in Cuba and inspires consumers to embrace life and live
boldly to showcase their own "Irrepressible Spirit."
To view the Multimedia News Release, please click:
The television, digital and print ads embody the true grit and
determination that sustained the rum brand and helped it thrive. The
advertising will feature headlines 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."
The ads offer snapshots of the BACARDÍ history during prohibition, exile
from Cuba, and showcase how the Bacardí family had the original
irrepressible spirit to overcome earthquakes, fire, war and
revolution-none of which could defeat their spirit, because "True
Passion Can't Be Tamed." The campaign is designed to engage millennial
consumers to pursue their passions no matter what-much like the Bacardí
family did-encouraging camaraderie and strength of character.
"BACARDÍ Untameable Since 1862" will be supported by 30-, 60-, and
120-second TV advertisements, as well as robust outdoor billboard,
print and digital executions. The television spots-named "Procession,"
because of the frame-by-frame timeline and sequence of events viewers
experience-were directed by award-winning Dante Ariola, star actor
Jordi Mollà and has voiceover of actor Jason Isaacs. The ads, filmed on
location at the UNESCO World Heritage site of Ouro Preto, Brazil, are
highly stylized and have a blockbuster movie feel. The ads exude a
realism that commands attention-engaging consumers to feel that with
every sip, the BACARDÍ brand story is their own.
"BACARDÍ is known for its passionate drive, regardless of circumstance,
convention or expectation. 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," said Dmitry Ivanov, Senior Global Category Director of Rums
for Bacardi. "Taking a global creative approach with the 'BACARDÍ
Untameable Since 1862' campaign allows us to focus all of our marketing
resources against a single powerful idea; an idea that's completely
ownable to BACARDÍ as it is rooted in the brand's history and the
Bacardí family's attitude to life."
The BACARDÍ portfolio of light and dark rums globally will be united
under one BACARDÍ creative look and feel. Every market in the world
will have the same BACARDÍ swagger in its branding, marketing
campaigns, advertising and visual identity for these rums. All markets
will also feature the bigger-than-life, "untameable" BACARDÍ attitude.
Along those lines, the new campaign pays tribute to Don Facundo Bacardí
Massó, who had the vision, 151 years ago, to blaze a new path and add
steps never before used in rum making to create rum as the world knows
it today. With the same pioneering soul of its founder, and in
remembrance of its humble origins and beginnings in Santiago de Cuba in
1862, BACARDÍ rum will face the future with a bat logo inspired from
Looking deep into the BACARDÍ archives to uncover the treasured,
authentic, artisan bat designs over the past 151 years, the new logo is
a creation inspired by BACARDÍ bat hand-drawn designs from the early
1900s. It stays true to the integrity of the original symbol, which in
Cuban and Spanish heritage represents good luck, good fortune and
The BACARDÍ word mark has also been updated, influenced by the Cuban Art
Deco style from the late 1920s to early 1930s. The most famous example
of this Art Deco style is the former Bacardi sales office in Havana
known as El Edificio Bacardí (The Bacardí Building). To this day, the
11-story building remains crowned by a BACARDÍ bronze bat and emblazed
with the Art Deco stylized typeface.
"This campaign ushers in a new era for BACARDÍ rum, with a deeper focus
on its provenance to showcase the unfailing determination of the
Bacardí family and invites consumers to share in it," said Ivanov.
"This idea infuses the BACARDÍ brand with the authenticity of its
origins, celebrates the incredible quality and craftsmanship of our
rums and showcases a universally resonant attitude. In essence,
'BACARDÍ Untameable Since 1862' is a salute to the Bacardí family's
incredible heritage, to pursuing your passions, and to an extraordinary
Using creative digital formats, fans will be able to discover and share
the "Irrepressible Spirit" of BACARDÍ rum for themselves, with access
to artifacts from the brands 151-year history and behind-the-scenes
photography and video footage from the ad shoot, offering a truly
"BACARDÍ Untameable Since 1862" will launch in the United States and
Mexico on November 20, and India and Australia in December, followed by
other markets in spring 2014.
For more information on "BACARDÍ Untameable Since 1862," BACARDÍ rum and
cocktail recipes, visit bacardi.com.
Note to Editors: "BACARDÍ Untameable Since 1862" advertisements, imagery and
behind-the-scenes content can be viewed via http://www.bacardimediacentre.com.
About BACARDÍ Rum - The World's Most Awarded Rum
In 1862, in the city of Santiago de Cuba, founder Don Facundo Bacardí
Massó revolutionized the spirits industry when he created a
light-bodied rum with a particularly smooth taste - BACARDÍ. The unique
taste of BACARDÍ rum inspired cocktail pioneers to invent some of the
world's most famous recipes including the BACARDÍ Mojito, the BACARDÍ
Daiquirí, the BACARDÍ Cuba Libre, the BACARDÍ Piña Colada and the
BACARDÍ Presidente. BACARDÍ rum is the world's most awarded spirit,
with more than 550 awards for quality, taste and innovation. Today,
BACARDÍ rum is made in Puerto Rico and Mexico where it is crafted to
ensure the taste remains the same today as it did when it was first
blended in 1862. http://www.bacardi.com
LIVE PASSIONATELY. DRINK RESPONSIBLY.
BACARDÍ, BACARDÍ UNTAMEABLE AND THE BAT DEVICE ARE TRADEMARKS OF BACARDI
& COMPANY LIMITED
For further information:
Media Contacts: Sara Gottman, Bacardi Global Brands, +44 797 150 8137, email@example.com ; Tom Winterton, Citizen Relations for Bacardi Global Brands, +44 754 520 9014, firstname.lastname@example.org ; Jennifer Mestayer, Zeno Group for Bacardi USA, +1 212 299 8976, email@example.com ; Gerald Fuchs Torrescano, Bacardi México, +52 (55) 5899 0900, firstname.lastname@example.org