Bacardi mounts global 'Untameable since 1862' marketing campaign with BETC London

The television, digital and print ads offer snapshots into the brands history spanning more than 150 years with 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’.

Created by BETC London, who won the account earlier this year, the campaign has been designed to engage millennial consumers and will be supported by 30, 60 and 120-second TV ads, as well as out of home activity and print and digital executions.

“Bacardi 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 ‘Bacadri 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 Bacardi as it is rooted in the brand’s history and the Bacardí family’s attitude to life.”

Bacardi’s portfolio of light and dark rums will be united under one creative look and feel with all markets featuring the ‘untameable’ Bacardi attitude.

Ivanov added that the campaign “ushers in a new era” for the brand. He revealed: “In essence, ‘Bacardi Untameable Since 1862’ is a salute to the Bacardí family’s incredible heritage, to pursuing your passions, and to an extraordinary rum.”

The campaign will launch in the United States and Mexico in November, with India and Australia following in December, and other markets in spring 2014.