Bacardi repositions itself; revisits its Cuban roots

MUMBAI: Bacardi has graduated from just beaches and parties to a more emotionally relevant standpoint linking the history of the 151-year-old brand with its audience’s current reality.


Titled ‘Bacardi Untameable Since 1862’, the global repositioning campaign takes the brand back to its Cuban roots while drawing its essence - an irrepressible spirit, from over one and a half century of the Bacardi family’s passionate struggle against odds such as earthquakes, distillery fires, revolution and exile.


As a brand which believes in unique experiences and uninhibited expressions, and supporting people who follow their passion, Bacardi, wants its campaign to serve as encouragement to every young individual out there that it is never impossible to triumph over incredible odds.   


Bacardi India sales and marketing director Manish Seth explains the reason behind the reboot: “The brand essence fits in perfectly with the lives of today's millennial/Gen Y consumers, who continue to pursue their passions despite great uncertainty and a slowdown in economic growth. The time is right to tell this legendary story and we are proud to showcase it to our consumers in India.”


Created by international agencies BETC London and Camp+King, the campaign includes a TV commercial named ‘Procession’ as well as print, outdoor, digital and social media. In India, Leo Burnett is Bacardi’s creative agency, Madison its offline media buying agency, Resultrix the online media agency, and 22 Feet its creative agency for the digital platform where the brand aims to provide fans with greater details on its history and lineage.


“Digital is a very important medium for Bacardi as it allows for direct and two-way communication with our audience on an ongoing basis. With respect to our campaign ‘Bacardi Untameable Since 1862’, our digital push was done in quite a disruptive fashion with a massive roadblock including live mobile TV applications and the internet covering 25 per cent of India’s digital audience in one day,” informs Seth.


Bacardi has been associated with live entertainment properties like Bacardi Blast, where musicians perform across India; Eristoff Invasion, one of the country’s leading EDM festivals and The Dewarists, which won a Cannes Bronze Lion. “We had the privilege to bring down international artists such as The Prodigy and David Guetta, who had never performed in India,” says Seth. “An example of our efforts in experiential marketing is the BACARDÍ NH7 Weekender music festival. We have concluded the fourth edition of India’s Happiest Music Festival with Kolkata added as a new city along with Pune, Bangalore and Delhi. Some of the greatest international and national performers have graced the stage such as Megadeth, Imogen Heap, etc. Our aim is to give consumers something to cheer about and this year, we have added a new city, Kolkata, to welcome even more fans.”


The brand refresh isn’t restricted to the campaign alone; a new visual identity and typeface has been created, inspired by the Cuban Art Deco style of the early 1900s. “Our new logo stays true to the integrity of the original symbol (bat) representing good luck, good fortune and family unity,” clarifies Seth.


Bacardi claims to have witnessed continuous growth in the Indian market. “We are well placed to gain from demographic and social changes. Our objectives now are in the area of making our high-quality product offerings available to more and more consumers,” says Seth, advising other brands to know both their consumers and their products by spending more time in the market rather than the conference room on a concluding note.

Latest Reads
Flipkart announces integrated brand communication campaign

There are a host of dates earmarked in India’s annual calendar where consumers wait with bated breath to partake of the celebrations. Clearly figuring in this list is the ‘The Big Billion Days’ (BBD), that has been made popular by Flipkart over the past two years. As a concept, Big Billion Day was...

MAM Media and Advertising Ad Campaigns
Colors campaign inspires men to take over Sunday chores

Colors has launched a new movement called #SundayIsHerHoliday. The campaign -- one Sunday at a time -- is inviting every man (and woman) to participate. The goal of the campaign is to inspire and help men take over the Sunday chores of women, so she can get her much needed time off.

MAM Media and Advertising Ad Campaigns
betterU launches Diwali campaign #FestivalOfLearning

India’s online learning marketplace, betterU, has launched a unique Diwali campaign #FestivalOfLearning across its digital platforms.The campaign aims at helping people think differently about their purchases, and highlights the importance of investing for the long term on the auspicious occasion...

MAM Media and Advertising Ad Campaigns
BBH India creates live radio spots for Abbott

BBH Mumbai has released a case study on the first ever live radio spots for Abbott's The Race of Possible’ campaign, which received overwhelming response in India.

MAM Media and Advertising Ad Campaigns
Abhibus's 'Har Safar Mein Aapka Hamsafar' Mahesh Babu, India’s online bus ticket booking platform, has announced superstar Mahesh Babu as their brand ambassador. He will also feature in the company`s marketing campaign called 'Har Safar Mein Aapka Hamsafar' (With you on all your journeys, wherever you go).

MAM Media and Advertising Ad Campaigns
Posterscope rolls out 'Frooti' OOH campaign

MUMBAI: Posterscope India from Dentsu Aegis Network has rolled out a massive OOH campaign for Frooti to make the consumers Live #TheFrootiLife. The core objective of the campaign is to create high visibility and impact for Frooti in the OOH space. Targeted at audiences aged between 15-35 years, the...

MAM Media and Advertising Ad Campaigns
Q2-17: DB Corp revenue up, radio operating profit doubles

DB Corp Limited (DB Corp), home to flagship newspapers Dainik Bhaskar, Divya Bhaskar, Dainik Divya Marathi and Saurashtra Samachar reported 10.5 percent higher consolidated revenue for the quarter ended 30 September 2016 (Q2-17, current quarter) as compared to the corresponding year ago quarter....

MAM Marketing Brands
P Mark TVC features Boman Irani

MUMBAI: P Mark, the front-runner in the mustard oil segment in India, has unveiled its new TV campaign ‘one specialist to another’. Reinforcing its commitment as specialists and educating the masses about the taste, the new TVC pays tribute to P Mark’s exceptional taster in the category.

MAM Media and Advertising Ad Campaigns
Officer's Choice Blue snacks launches a new TVC campaign

Officer’s Choice Blue has launched a new advertising campaign ‘Salute to Banta Hai’ - communication that repurposes its long-standing platform of the ‘Good Samaritan’. The four TVC’s narrate testing situations, in slices of everyday life, and defines their actions to make for a better and caring...

MAM Media and Advertising Ad Campaigns

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories