menu

Bacardi Spiced Rum Campaign Leverages Brand Heritage

Bacardi Spiced Rum Campaign Leverages Brand Heritage
Advertising

'Original Bacardi' shows that effectiveness of keeping advertising simple

Tiffany Nesbit
  • 26 august 2014

Since it’s founding in 1962, Bacardi Limited has become the largest privately held spirits company in the world; but it wasn’t until 2011 that Bacardi entered the spiced rum category. Bacardi Oakheart, the first spiced Bacardi rum was launched after competitor Captain Morgan moved their headquarters out of Puerto Rico, which happens to be the same island where Bacardi rums are produced. Puerto Rico, however, is not the birthplace of the Bacardi brand, and for its newest product, and ad campaign, the company will be highlighting its history and heritage.

bacardi-original-on-bus.jpg

Bacardi originated in Cuba and was started by the Bacardi family, who still own the corporation today. It was there that the brand made the first clear rum, daiquiri drinks, and the original Cuba Libre drink. According to the Bacardi website, the initial product was aged in oak barrels and was very connected to Cuban society. Both the Bacardi family and company left Cuba during the revolution, however, when all properties were seized by the Fidel Castro regime. Though Bacardi drinks are not found in Cuba today, the business has always held fast to their Cuban roots. For their new product, ‘Original Bacardi’ spiced rum, the Bacardi brand has teamed up with Sam Lane Design ad has created packaging and advertisements that brings Bacardi’s Cuban heritage to the forefront.

bacardi-identity-by-sam-lane.jpg

Rustic packaging for ‘Original Bacardi’ includes oak crates, mason jars, and a label-free bottle. Similarly, ads show the simple pleasure associated with pouring a glass of the rum, and an old-school bus and street sign calling the product ‘heritage in a bottle.’ Finally, both the crates and the bottles have ‘Ron Especial’ and ‘Santiago de Cuba’ printed on them- reiterating that it is a ‘special rum’ made in Santiago, Cuba. Not every brand has the ability to go back to its origins, but the decision to have this ad campaign focus on Bacardi’s rich history proves that when you have a quality product you don’t have to get complex to sell it.

Bacardi

[h/t] Fubiz

Advertising
Trending

DIY Kit Lets You Build Your Own Wooden Bike, Boat Or Caravan

Design & Architecture
Culture Yesterday

Messaging Add-On Helps You Correct Your Friends’ Bad Grammar

An iMessage sticker pack will help you copyedit text messages

Automotive Yesterday

Mercedes-Benz Introduces A New Electric Mobility Brand

The separate entity aims to simplify the identification of Mercedes EV products to customers

Trending

Get PSFK's Related Report: Innovation Debrief: Boston

See All
Mobile Yesterday

Tinder’s New Feature Makes Swiping A Group Effort

The dating app wants to democratize its gestural interaction by buying in to the social polling trend pervasive among millennials

Related Expert

Jonathan Christensen

IP Communications, Broadband, Mobile

Syndicated Yesterday

Autonomous Garbage Drone Prevents Trash From Reaching Deep Ocean

The solar-powered WasteShark collects refuse closer to the source: the harbor

Automotive Yesterday

Aston Martin Reveals Its Own Luxury Powerboat

The sleek AM37 echoes styling elements from the British brand's sports cars

Advertising Yesterday

An Escort Website Fights Violence Against Sex Workers

The advocacy campaign from McCann aims uncover the human toll of the exploitative industry

PSFK LABS REPORT

Future Of Automotive
Scenarios Driving The Digital Transformation Of An Industry
NEW

PSFK Op-Ed september 27, 2016

Modern Workplace Culture: No More Fat Cats Or Kissing Ass

Samar Birwadker, CEO & Co-Founder of Good & Co, on designing shared organizational values to optimize employee happiness and success

PSFK Labs september 29, 2016

The 10 Steps To Discover, Hire, Develop Your Next Leader

PSFK's Future of Work report outlines key steps in the employee development path to empower next-gen leaders

Culture Yesterday

LIFE Magazine Relaunches In Pure VR

The general interest periodical, which ceased publication in 2000, has turned into a portal for virtual reality content

Mobile Yesterday

Reorder This Detox Drink With A Simple Text Message

Dirty Lemon is streamlining its communication by letting customers place orders, ask product questions and request help exclusively through chat

Op-Ed Yesterday

The Future Of The American Workforce Requires Unbundling College Education

President of JetBlue Technology Ventures: developing corporate education programs for non-traditional students

Retail Yesterday

Gilt’s Pop-Up House Is The Kind Of Store You’ll Want To Live In

The New York City townhouse plays host to the latest in retail inspiration, curation, and lifestyle activation (and some libations, too)

PSFK LABS REPORT

Future Of Work
Cultivating The Next Generation Of Leaders
NEW

Mobile Yesterday

Registering To Vote Is Now Just A Text Away

A new bot aims to mobilize underrepresented groups this election season through SMS and Facebook Messenger

Africa Yesterday

Virtual Reality Game Gives Lessons About Emergency Birth Care

LIFE is a serious tool that takes advantage of new technology to help save lives

Luxury Yesterday

Shoe Repair Has Moved Onto Your Phone

Cobbler Concierge is an on-demand service to get your footwear fixed online

No search results found.