Bacardí unveils campaign and new RTDs
Rum brand Bacardí has launched the next chapter of its Do What Moves You campaign, plus new flavours of its canned cocktail line.
Bacardí’s new seasonal campaign is called Move Like It’s Summer, and encourages drinkers to ‘seize the flavour of life’ and soak up the sun with its rum.
Centred around ready-to-drink (RTD) line Real Rum Canned Cocktails, plus Bacardí Coconut and Bacardí Superior cocktails, the campaign has been filmed as two spots titled Beach Day and Block Party.
“Bacardí is all about doing what moves you, and there is no better time to adopt that mindset than summer,” said Ned Duggan, global senior vice-president for Bacardí rum.
“We believe in keeping that spirit alive year-round, but it’s always exciting for Bacardí when summer rolls around, since that’s when people are really looking to break free of the winter funk, get out and spend time with loved ones.”
Alongside the brand’s campaign launch comes the debut of the canned Piña Colada flavour of the Real Rum collection, plus a new Mojito variety pack comprising a Mango and a Strawberry variant.
The Mango Mojito and Strawberry Mojito flavours join the RTD series which currently boasts Sunset Punch and Rum Punch canned cocktails.
“We wanted to celebrate that spontaneous, carefree and liberated feeling that comes so naturally with the summer season,” commented Laila Mignoni, global head of brand marketing communications for Bacardí rum.
“We were able to capture that sentiment through all the spot’s creative elements, colourful transitions, and of course, the music, which really shined through with a huge thanks to talented directing duo, Cliqua.
“Their strong background in music was the perfect accompaniment to the upbeat campaign we envisioned.”
The ads will run until September 2022 on platforms including Snapchat, Youtube, Spotify and Pinterest. They will also run during the National Basketball Association (NBA) Playoffs.
In February, the brand announced a commitment to cut greenhouse gas emissions at its Puerto Rico distillery by 50% by 2023.