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Bacardi launches new marketing push featuring actor Jason Isaacs

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.

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