New Bacardi Marketing Aimed at Millennials

Bacardi rum has unveiled a 30-second TV spot, experiential House Party campaign and comprehensive digital, mobile and partnership strategy designed to connect with millennials on their terms, the company says.

This is the first campaign launch since Bacardi revamped its advertising and marketing business four months ago and reflects the brand’s desire to dominate the category once again.

The TV spot, entitled “The Truck,” is “a take on a Millennial’s world,” the company says, “capturing the energy of their life. It features a group of friends letting nothing get in the way of hosting an amazing house party. Shot with a hand-held camera, the viewer is drawn in to feel like they are part of the story, experiencing the energy of this cross-country journey.”

The ad represents the first work from BBDO and OMD, the new global creative agency partners for the Bacardi portfolio of brands.

The ad includes the tagline: “There’s Nothing in the Way,” a tribute to the brand’s history and spirit, the company says, as well as a shout out to those who are “busting through and overcoming obstacles in the real world.”

“We want to fuel that modern-day hustle,” explained Mauricio Vergara, Chief Marketing Officer for North America, and global lead for Bacardi rum. “Our heritage and history is very important to us, and we wanted to create something where consumers feel like we can be part of their story and they can be part of ours. That’s why the ad isn’t overly stylized or overtly ad-like.”

The TV spot kicks off a series of brand activations from online and mobile content to digital firsts, media partnerships and real-world house parties where consumers are central to the brand experience.

The Bacardi Untameable House Party kicks off with a Halloween celebration in Philadelphia, Pa. on Saturday, October 31. Positioned on a Bacardi flat bed truck, Bacardi House Party will open its doors to consumers to experience a combination of creative moments and activations, and musical performances.

The tour then continues down the East Coast stopping in Washington, D.C. (November 14); Atlanta, Ga. (November 25); and Miami, Fla. (December 5), where it will join the country’s most iconic art festival.

On social media, the rum will work with Facebook on Immersive Canvas, a new content unit on the social site that captures brand stories and plays to the demographic with an interactive experience, according to the company.

“We want to connect with Millennials in their preferred channels, so we’ve put together a really strong multi-channel approach across the entire program of activity,” said Fabio Di Giammarco, Global Vice President, Bacardi rum.

The Bacardi Untameable Truck TV spot launches tonight, October 12, in the United States on cable entertainment programming, cable sports and late night entertainment shows such as American Horror Story: Hotel, Jimmy Kimmel Live and SportsCenter.

Online, it will hit platforms such as Pandora, Hulu, YouTube and ESPN.

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