Bacardi has announced the official launch of the “Bacardi Together” campaign, which includes a new 30-second television spot titled “Inventions,” which brings tolife the brand point of view by demonstrating for years many things that have been invented to help people get together, including Bacardi.
The spot is one piece of a multi-media communications approach that includes TV, out of home, public relations, experiential marketing, significant digital advertising and the “Like It Live, Like It Together” engagement program on Facebook.
“Inventions” features Bacardi Superior Rum, the lead product in the portfolio, to reinforce the idea the world’s original, light-bodied clear rum has been at the heart of great get-togethers for more than a century. Created by Young and Rubicam and award-winning director Johnny Green, “Inventions” was filmed in different locations across Argentina and features the music track “NYC moves to the sound of LA” by the rock band Funeral Party. The spot will run in primetime on national cable networks throughout the summer, and on top sports and entertainment outlets such as ESPN, Spike, Comedy Central, FX, TBS, and TNT.
“Bacardi is an iconic spirits brand with a unique history and heritage that has always portrayed a spirit for life,” said Toby Whitmoyer, vice president, category managing director, Bacardi rums. “The ‘Bacardi Together’ campaign was designed to unify the brand’s product portfolio and consumers across the country; our goal is to create opportunities to bring people together both online and in real life to celebrate any occasion over a Bacardi cocktail. When viewers see the ‘inventions’ spot, or any other assets from the ‘Bacardi Together’ campaign, they will be able to relate what they see to their daily life and recognize Bacardi has always been, and will continue to be, an invention that brings them together.”
The “Bacardi Together” idea also inspired the brand’s social media platform and Facebook program titled “Like It Live, Like It Together.” The program brings consumers’ online “Likes” expressed through Facebook into real life experiences for thousands of fans across the country. Consumers can visit www.facebook.com/bacardi and click on the “Together Tab” to cast their votes for their top “Likes” and enter for a chance to win tickets to one of two events in NYC & Las Vegas.
