Bacardi's 'Untameable Since 1862' campaign to reach UK shores this weekend
Bacardi’s ‘Untameable Since 1862’ worldwide campaign is set to break in the UK on Sunday 16 March.
With a multi-million pound investment in the UK alone, the campaign reveals and pays homage to the brand and the family behind its heritage over years of uncompromised passion. Aiming to inspire consumers to boldly pursue their passions just like the Bacardi family.
Activity includes integrated TV, digital, out-of-home and PR, with a 30” and 60” TV campaign supported by OOH placements and digital executions, which embody the grit and determination that not only helped the family, the company and rum survive – but thrive.
Filmed on location at the UNESCO World Heritage site of Ouro Preto, Brazil, Dante Ariola directed the TV spots, which star actor Jordi Mollà and a voiceover from Jason Isaacs.
“’Bacardi Untameable Since 1862’ is an idea that is completely ownable to Bacardi because it is rooted in our brand’s authenticity, heritage and resolute attitude to life. The campaign tells the true stories of the “Irrepressible Spirit” of the Bacardi family that made Bacardi rum what it is today,” explained Lisa Jazwinski, Bacardi UK & Ireland brand director.
“The campaign is all the more relevant to millennials now. Our consumers are coming of age in an uncertain world but they remain fiercely optimistic and believe they can make a difference. In this, they are also ‘Irrepressible Spirits,’ so ‘Bacardi Untameable Since 1862’ enables us to connect with millennials as one Irrepressible Spirit to another.”
In addition to the new campaign the brand has also updated its logo drawing inspiration from the past 152 years. The Bacardi work mark has also been updated with a Cuban Art Deco style from the 1920s to early 1930s.
Watch the ‘making of’ the new Bacardi ad above before it airs on Sunday.