Bacardi launches new marketing push featuring actor Jason Isaacs

18th November, 2013 by Amy Hopkins

Bacardi has unveiled a new marketing campaign featuring a voiceover by Harry Potter actor Jason Isaacs in a bid to engage millennial consumers.

Jason Isaacs Bacardi Untameable since 1862

The Bacardi Untameable Since 1862 campaign features a voiceover by British actor Jason Isaacs and coincides with a revamp of the brand’s bat logo

The rum brand’s multi-million pound Bacardi Untameable Since 1862 global marketing initiative charts the history of Bacardi through TV, digital and print advertising.

Featuring headlines such as “We remember Prohibition – it was a blast” and “Some men are kicked out of bars – others are kicked out of countries”, Untameable offers snapshots Bacardi’s history during Prohibition, Cuban exile, war and revolution.

Dmitry Ivanov, senior global category director of rums for Bacardi, said: “Taking a global creative approach with the Bacardi Untameable Since 1862 campaign allows us to focus all our marketing resources on a single powerful idea; an idea that’s completely ownable to Bacardi as it is rooted in the brand’s history and the Bacardi family’s attitude to life.”

Filmed in Ouro Preto, Brazil, the TV advertisement was directed by award-winning Dante Ariola, stars actor Jordi Mollà, and features a voiceover by Harry Potter and The Patriot star Jason Isaacs.

Along with the campaign launch, Bacardi has also unveiled a new logo featuring an artisan bat design dating back to the early 1900s. This symbol denotes good luck, good fortune and family unity in Cuban and Spanish folklore.Bacardi Untameable Since 1862

The typography of the logo has also been revamped to imitate the Cuban Art Deco style from the 1920s and 1930s.

“This campaign ushers in a new era for Bacardi rum, with a deeper focus on its provenance to showcase the unfailing determination of the Bacardi family and invites consumers to share in it,” continued Ivanov.

Bacardi’s Untameable since 1862 campaign will launch across the US and Mexico later this week, in Australia and India in December, followed by other markets in spring 2014.

It was announced earlier this month that Manuel Jorge Cutillas, former chairman of Bacardi, had died at the age of 81.

Leave a Reply

If that's interesting, how about these?

Chambord campaign drives female empowerment

Brown-Forman’s raspberry liqueur brand Chambord claims to be “encouraging more...

Bar-locating app DrinkAdvisor now on iWatch

DrinkAdvisor is now available for the Apple iWatch, allowing users to discover more...

Buffalo Trace completes visitors' centre expansion

Buffalo Trace Distillery has completed the expansion of its visitors’ centre more...

Confessions of a retailer: World Wide Spirits

With gin booming in Germany, World Wide Spirits’ sales and marketing director more...

Distillery celebrates UK produce with new vodka

A distillery in Northamptonshire wants to "challenge perceptions" of British more...

Top 5 best-selling gin brands

The craft gin boom continued its progression in 2014, with even more brands more...

Courvoisier Cognac rebrands complete collection

Beam Suntory has given the entire Courvoisier Cognac range a packaging redesign more...

Saint James Rum unveils 250th anniversary bottling

Saint James Rum will mark its 250th anniversary year with a special more...

Heaven Hill revamps Lunazul Tequila packaging

Heaven Hill Brands has launched its "One Sip and You Know" marketing campaign more...

Top 10 spirit launches in June 2015

The world's first cider cask-aged Irish whiskey, vodka inspired by Breaking Bad more...

Jägermeister acquires US importer Sidney Frank

German herbal liqueur producer Mast-Jägermeister has acquired its US importer, more...

Top 10 best-selling Scotch whisky brands

The entire Scotch whisky industry took a hit in 2014 as exports continued to more...

Most innovative spirits campaigns in June

Summer soirées and musical collaborations, plus documentaries and tranquil more...

ABM rolls new Reàl flavours out to the UK

American Beverage Marketers is set to introduce two new flavours in its Reàl more...

Top 10 best-selling vodka brands

Challenges in Eastern Europe mean that our list of the world's best-selling more...

Chivas Regal Extra launches in Asia travel retail

Blended Scotch whisky brand Chivas Regal is launching its new Extra expression more...

Top 10 best-selling rum brands

The majority of million case selling rum brands saw impressive growth last more...

De Kuyper names ex-Bacardi boss as new CEO

Dutch spirits producer De Kuyper Holding has named the former head of more...

Unopened World War One whisky to auction

A "one of a kind" unopened bottle of Scotch whisky that survived the front more...

Tequila eats into luxury spirits market share

As more international drinks groups increase their investment in super-premium more...