Bacardí campaign targets millennials

Bacardi has invested millions of pounds on a new marketing campaign to connect with millennial consumers and promote its brand within the UK market.

The campaign, “Bacardí Untameable Since 1862”, will feature TV, digital, out-of-home and PR activities and pay homage to the brand’s 150-year history and will target millennial consumers.

Millennials, also known as Generation Y, are defined as those born from the early 1980s to the early 2000s.

Lisa Jazwinski, Bacardí UK and Ireland brand director, said: ‘“Bacardí Untameable Since 1862” is an idea that is completely ownable to Bacardí 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 BACARDÍ rum what it is today.

“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 “Bacardí Untameable Since 1862” enables us to connect with millennials as one Irrepressible Spirit to another.”

The brand’s upcoming television advertisement was directed by Dante Ariola and stars actor Jordi Mollà with voice work by actor Jason Isaacs, and was filmed on location at the UNESCO World Heritage site of Ouro Preto, Brazil.

The brand’s logo has also been refreshed inspired by the BACARDÍ bat hand-drawn designs from the early 1900s.

Bacardí was founded in 1862 in the city of Santiago de Cuba by Don Facundo Bacardí Massó.

While millennials have been held accountable for fuelling Italian wine sales in the US, including Prosecco, concerns have been raised that the wider wine industry is “losing touch” with millennial consumers.