Bacardí Drinks to Revitalisation with New Push

The rum juggernaut has reached a new high by introducing a fresh spin to its brand story featuring a multi-pronged ad push across TV, digital, and more

Bacardí has unveiled a fresh branding push dubbed ‘The House Party’ campaign, beginning with a new television spot as well as a comprehensive digital, mobile, and partnership strategy designed to connect with millennials on their terms, in their world, and in their way.

The initiative marks the rum giant’s first since revamping its advertising and marketing business four months ago to reflect the marque’s desire to dominate in its category once more. Running on the tagline, ‘There’s Nothing in the Way’, the ad is a tribute to Bacardí’s history and tireless spirit in overcoming obstacles.

The commercial titled, The Truck, offers an authentic take on a millennial’s world, capturing their energy and zest for life. It features some friends letting nothing get in the way of hosting an amazing house party. Shot with a hand-held camera, the viewer is drawn in to feel like they are part of the cross-country journey.

Styled similar to a movie trailer, the interactive clip offers its audience a sneak preview of the Bacardí world. Also, the execution represents the first piece of work from BBDO and OMD, the new global creative agency partners for the Bacardi portfolio of brands.

From the small screen to reality, the TV spot kicks off a series of brand activations from engaging online and mobile content to digital firsts, media partnerships as well as real-world house parties where consumers are central to the brand experience. Online, it will hit platforms like Pandora, Hulu, YouTube, and ESPN.

On social media, it is the first alcohol brand to work with Facebook on Immersive Canvas, a new content unit on the social site that captures brand stories and plays to the demographic with an interactive experience. It launches today via cable entertainment programming on sports and late night shows such as Jimmy Kimmel Live and SportsCenter.

“We want to connect with millennials in their preferred channels, so we’ve put together a strong multi-channel approach across the entire programme of activity. House Party, in particular, is an occasion where we can bring the Bacardí Untameable brand story to life in a more relatable way,” said Fabio Di Giammarco, Global VP of Bacardí.