Bacardi Moves From Heritage to a House Party Road Trip

BBDO's First Work Plays Down Heritage

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Like many booze brands, Bacardi rum has spent a lot of its marketing money playing up its heritage in recent years. Ads told tales of how the 153-year-old brand survived Prohibition, its exile from Cuba and disasters like earthquakes, fire and war.

But in a sign that younger drinkers might be tiring of such stories, Bacardi is taking a sharp turn into the here and now with a new campaign that will be backed by a major media investment. The effort will retain the line, "Bacardi Untameable Since 1862." But a TV ad debuting Oct 12 avoids the past entirely. Instead, the spot, directed by Megaforce via Iconoclast, features a mobile house party that trucks along scenic highways and byways with revelers inside.

Bacardi's new approach will "go harder at embedding our brands back into culture," Mauricio Vergara, Bacardi Limited's chief marketing officer for North America and the global lead for the Bacardi brand, said in an interview. "We have one of the most iconic brands in the industry, but over the last few years we were not really connecting as effectively as we could with our target consumers and the new millennial."

The campaign -- which will launch first in the U.S. and go global next year -- marks the debut effort for Bacardi by BBDO Worldwide and OMD Worldwide.

The brand -- whose sales have slumped in recent years -- is projecting its bold new ambitions in a statement about the campaign scheduled to be released today that declares Bacardi wants to "dominate the category once again."

While Bacardi is still the top U.S. rum by volume market share, sales have been sagging. The brand's share fell to 34.3% last year from 35.4% in 2013, according to Euromonitor International. That is off the recent peak share of 39.7% in 2005, according to Euromonitor. The No. 2 U.S. rum brand, Diageo's Captain Morgan, has also lost share in recent years as smaller brands gain ground.

Read more about Bacardi's new direction on AdAge.com.

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About

Credits
Date
Oct 12, 2015
Agency:
BBDO
Client:
Bacardi
Head of Creative Excellence:
Zara Mirza
Senior Executive Producer:
Peter Friedman
Chief Creative Officer, Worldwide:
David Lubars
Chief Creative Officer, New York:
Greg Hahn
Executive Creative Director:
Danilo Boer
Senior Creative Director:
Matthew Brink
Senior Creative Director:
Adam Livesey
Copywriter:
Danilo Boer
Copywriter:
Roberto Danino
Art Director:
Danilo Boer
Art Director:
Danny Adrian
Group Planning Director:
Gordon Mclean
Head of Communications Planning:
Julian Cole
Communications Planner:
Cody Levine
Senior Account Director:
Justin Zerrenner
Account Manager:
Josh Goodman
Account Executive:
Lindsay Vellines
Account Executive:
Alexa Rice
Director of Integrated Production:
Dave Rolfe
Global Executive Producer:
Angelo Ferrugia
Executive Music Producer:
Rani Vaz
Marketing Arm (Music Negotiation):
Brad Sheehan
Business Affairs:
Shelly Bloch
Head of Art & Design:
Danilo Boer
Digital Production Company:
Iconoclast
Director:
Megaforce
Executive Producer:
Charles-Marie Anthonioz
Senior Line Producer:
Bridgitee Pugh
DOP:
Alexis Zabe
Post Production Company:
The Mill
VFX Supervisor / 2D Lead:
Ilia Mokhtareizadeh
VFX Supervisor / 3D Lead:
Olivier Varteressian
VFX Producer:
Eliana Carranza-Pitcher
2D Artist:
Blake Druery
2D Artist:
Dae Yoon Kang
2D Artist:
Ben Kwok
2D Artist:
Sam Caine
3D Artist:
Laurent Giaume
3D Artist:
Tim Kim
3D Artist:
Ivan Joy
3D Artist:
Claire Chang
Colorist:
Fergus McCall
Editing Company:
Work Editorial
Editor:
Neil Smith
Executive Producer:
Jane Dilworth
Senior Producer:
Sari Resnick
Cutting Assistant:
Adam Witten
Sound Design:
Barking Owl
Creative Director:
Kelly Bayett
Sound Designer:
Rommel Molina
Associate Producer:
Ashley Benton
Music:
John Wood - "Born to Wonder"

See more credits

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