Now, Bacardi White Rum too lands in Leo Burnett’s kitty

Leo Burnett, which was already handling Bacardi’s other brands, will now handle the creative duties of Bacardi White Rum too. Rediffusion Y&R is the incumbent on the account.

e4m by Deepika Bhardwaj
Updated: Nov 11, 2011 7:36 AM
Now, Bacardi White Rum too lands in Leo Burnett’s kitty

Bacardi Martini India, the wholly-owned subsidiary of Bacardi Ltd that had called for a pitch two months ago in Delhi for its flagship brand Bacardi White Rum, has awarded the duties to Leo Burnett. Rediffusion Y&R is the incumbent on the account. The account size is estimated at around Rs 20 crore. Madison Media is the media AOR for Bacardi in India.

Sources close to the development have confirmed the news to exchange4media.

The entire Bacardi portfolio now rests with Leo Burnett. It may be recalled that earlier in 2007, Leo Burnett Delhi had bagged the creative duties of the entire portfolio of brands of Bacardi Martini India Ltd, including Bacardi Dark Rum, Grey Goose Vodka, Bombay Sapphire Gin, Dewar’s Scotch and also the then to-be-launched brand Eristoff. The duties for its flagship brand Bacardi White Rum, however, were still with Rediffusion Y&R.

Earlier this year, Bacardi had launched its new global campaign – ‘Bacardi Together’ – in India, holding ‘Together Mix’ events across the country as part of the campaign. The company has also upped its marketing budget by 35 per cent this year and is going heavy on digital and on-ground activations.

Bacardi Superior continues to be the standard bearer of the Bacardi brand globally and is recognised the world over as the premium rum that inspired the cocktails. Bacardi Superior is one of the most important labels within Bacardi’s portfolio, and consistently ranks among the world’s leading brands.

For the record, Bacardi Ltd is one of the largest spirits companies in the world, which is present in India through its fully-owned subsidiary, Bacardi India Pvt Ltd. It’s portfolio in India includes more than 200 brands. The core brands of Bacardi are Bacardi rum, Grey Goose vodka, Dewar’s Blended Scotch whisky, Bombay Sapphire gin, Eristoff vodka, Cazadores tequila and Martini vermouth. Bacardi Ltd has a presence in more than 100 markets worldwide.


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