Bacardi pumps in £12mn to market its brand purpose
‘Do What Moves You’ campaign aims to shine a spotlight on the brand’s belief in the power of self-expression
Bacardi is launching a £12million marketing push to launch its brand purpose ‘Do What Moves You’, which aims to “shine a spotlight on the brand’s belief in the power of self-expression”, says a report in marketingweek.com.
The new global positioning will be rolled out through-the-line, starting with 800 outdoor ads across key cities and university campuses this week. It will run across advertising, partnerships, social and experiential outdoor, with Bacardi Europe’s vice president of marketing Sarah Doyle describing it as a “360-degree, fully integrated campaign."
According to marketingweek.com, the global campaign is launching in North America in tandem with Europe, with TV adverts set to air in the next few months. The majority of the ad spend has been on TVC, partnerships and digital, with music at the core of the campaign. Bacardi worked with agencies AMV BBDO, Ogilvy PR, Wasserman, OMD UK and Proximity with the campaign.
Bacardi is collaborating with three artists – Giggs, Bugzy Malone and Stefflon Don – as part of an effort to target three major cities: London, Manchester and Birmingham which are the artist home cities respectively.
There will be a content series plus each artist will host a one-off show in their home city.
The creation of ‘Do What Moves You’ has been in the pipeline for 18 months, with the company carrying out both qualitative and quantitative research to understand its audience.
The campaign is aimed at 18- to 25-year-olds in part to reach them early on and create loyalty but also because it’s a demographic that will identify with the brand’s purpose.
While other categories, such as gin and vodka have already seen a shift to more premium options, rum is still on that journey.
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