Rum Philosophy

Bacardi rum is launching a major new advertising campaign under the banner The Way It Should B starting in cinemas on September 16, followed by TV and outdoor activity from October 15.

The three TV commercials, entitled There’s No Bad Dancing, Make Less Strangers and Fun Before Fashion, encourage a freespirited, confident approach to life, and each commercial is signed off with the line that sums up the philosophy of The Way It Should B.

The campaign, which includes the commercials as well as posters, online coverage and use of in-bar materials, marks a significant departure from Bacardi’s previous Latin Quarter executions. This also marks the first broadcast ads campaign from Bacardi since the tightening of advertising restrictions within the alcohol category.

Bacardi’s director of marketing Andrew Carter, says, “This campaign reaffirms Bacardi rum’s freespirited Latin attitude, allowing us to relate to our consumers on a sociable and personal level.”

In addition to the TV commercials, Bacardi will also use new lenticular poster technology in selected cinemas, which allows seven seconds of moving footage of a character dancing to be shown on a poster site as consumers walk past.