Bacardi Spiced Rum Campaign Leverages Brand Heritage

Bacardi Spiced Rum Campaign Leverages Brand Heritage

'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 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.


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.


[h/t] Fubiz


Turn Any Wearable Into A Mental Health Tracker

Fitness / Sport
Work Yesterday

Amazon Is Experimenting With A 30-Hour Work Week

The online retailer is launching a pilot program that will allow a technical team to work with a considerably shortened schedule

Fitness / Sport Yesterday

How The Rio Olympics Stood For More Than Just Games

PSFK rounds out the Rio Games with our picks for the finest moments beyond sports


Get PSFK's Latest Report: Innovation Debrief: Boston

See All
Retail Yesterday

Mobile Travel App Embraces Cognitive Computing

The Orlando Tourism Board is looking to IBM Watson to provide personalized local recommendations for visitors

Automotive Yesterday

Bike-Friendly Apartment Building For Swedish Cyclists

A residential space is being designed for commuters to easily transport goods

Advertising Yesterday

Nike Takes Over An Entire City Block With A Giant Running Track

The Unlimited Stadium is shaped like a 100-meter sole print of the brand's LunarEpic sneaker

Gaming Yesterday

Fortune Cookie Service Brings Bad News To Your Doorstep

To promote their new delivery service Blackbox, the creators of Cards Against Humanity are delivering unfortunate messages in an edible form


Future Of Work
Cultivating The Next Generation Of Leaders

PSFK Op-Ed august 24, 2016

Why Building Better Offices Is The Key To Employee Engagement

Interaction Designer and Audio-visual Technologist at ESI Design illustrates the value in creating environments filled with surprise and delight

PSFK Labs Yesterday

New Mentorship Ecosystems Benefit All Levels Of An Organization

PSFK’s Future of Work report explores how technology is being leveraged to support cross-team communication

Arts & Culture Yesterday

This Picture Frame Could Be The Lava Lamp For A New Generation

Slow Dance makes real objects appear to move in slow motion

Work Yesterday

Editorial Roundtable: How Will Companies Staff The Workplace Of The Future?

Managed By Q, Soma, Workbar, Primary, AltSchool and thinkPARALLAX examine the ways that a people-first workplace might disrupt the job hiring process

Arts & Culture Yesterday

Airport Mural Puts Passengers In The Clouds

The installation in an Amsterdam terminal lets travelers float through a series of billowing 3D digital shapes

Automotive Yesterday

DevBot Is An Intelligent, Driverless, Electric Car

The unmanned test vehicle from RoboRace is a preview of upcoming AI race models

Augmented / Virtual Reality Yesterday

AR Ski Goggles Make Racing Down The Slopes Even More Immersive

Israeli startup RideOn weaves digital overlays into the thrill of skiing with an unconventional pair of protective eyewear


Rio Olympics
Innovation Coverage From The Rio Games

Advertising Yesterday

Japan Wants To Make 2020 Olympic Medals From Recycled Electronic Waste

The Tokyo Games could showcase the first-ever gold, silver and bronze awards made from discarded phones and computers

Culture Yesterday

This Small Town Has Become A Hide-and-Seek World Championship Destination

An old abandoned village in Northern Italy has become a massive playground for over one hundred competitive players

Design Yesterday

Garmin’s New Smartwatch Is Challenging The Luxury Market

The brand adds a premium version of its popular multi-sport trainer to its accessories collection

No search results found.