Bacardi to launch ‘Bacardi Together’ campaign spearheaded by 60# commercial to air Sunday

This Sunday, Bacardi Rum will be launching a new brand campaign, ‘Bacardi Together’ into the Australian market, created by Rainey Kelly Campbell Roalfe/Young & Rubicam, London and Young & Rubicam, New York, with local adaption via BMF Sydney.

The Bacardi’s Together Movement asks their consumers to fight the challenges of modern day society and is a celebration of reconnecting; of getting ‘social’ and a reminder that nothing beats getting together in person.

A 60-second TVC, the ‘Bacardi Together Manifesto’ will spearhead the activity, which represents a new direction for the world’s most awarded premium rum. The TVC will air across TV, in cinemas and within the digital space from the beginning of August, with the TVC making its debut on national TV this Sunday 7 August.

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Over the coming months ‘Bacardi Together’ will be brought to life through social media, sponsorships and PR, resulting in a year round calendar of activity.

As part of the new brand platform, Bacardi has worked with London based researchers The Future Laboratory to deliver the Australian Together Index, a research piece that explores the nuances of getting together within the local market.

The new digital focus will see the Bacardi Facebook page developed as a home for the Together Movement, a space to build, inspire and facilitate great together moments for consumers.

The new brand positioning will be further amplified though experiential activity at festivals this summer and Bacardi today announces sponsorship of the Fuzzy Festival portfolio including, Parklife, Harbourlife, Shore Thing and Field Day.  Competitions for consumers to win VIP tickets to the Fuzzy Festivals will also be running in a range of titles across an eight-month period.

Bacardi’s new Ready to Serve Classic cocktails range, available in Bacardi Mojito and BacardiI Piña Colada, will be trialled at Fuzzy Festivals across the country, along the Ready to Drink range, available in Bacardi & Cola, Bacardi & Lemonade and Bacardi & Ginger Ale, all aimed to drive both trial and awareness amongst the core target of 18-29 year olds.

TVC Creative: Rainey Kelly Campbell Roalfe/Young & Rubicam, London and Young & Rubicam, New York

Events: Peer Group