By Rebecca Harris
Bacardi rum has announced the launch of their latest summer marketing campaign, valued at $2.5 million.
Called ‘Made to Mix’, the campaign includes a multi-channel advertising campaign across TV, cinema, digital and outdoor mediums, aimed at promoting the brand’s ‘mixability’.
Bacardi senior brand manager, Fernando Navarro described the rum as the ‘ultimate mixing spirit’.
“The original premium white rum is blended with passion to an original and unique flavour profile that enhances drinks rather than dominating or disappearing in them," he said.
"It’s the perfect complement to your favourite mixer such as cola, lemonade, ginger ale or juice and this is why we are again focusing on the mixability message through the media campaign."
The campaign will also feature on-and-off premise sampling that will include GWPs such as singlets, fedora hats and sunglasses.
The investment represents Bacardi’s biggest spend in the media space for six years.