Bacardi is trying to revive the "party" in its new advertising program. The addition of a new Global VP for Bacardi, Fabio Di Giammarco, just ten weeks into his new job, is spearheading where the newest version of ‘Untameable’ revitialization, don't expect more of the heritage stuff, it isn't happening. Bacardi is about to become a party animal.
"The
first mention of 'Untameable' was in November 2013. The
central ad featured snapshots from the history of the Bacardi family, which
started the company in 1862, such as natural disasters, the Cuban revolution
and exile to the US. The concept followed the pattern of heritage and
provenance that has been adopted by many brands - and not just in the drinks
world. It also came under
scrutiny from
pundits and former employees."
“We
want to talk very directly to - and start establishing dialogue with - our
consumer target of LDA to 25,” said Di Giammarco. “We’ve been telling
them about our history, which is very important to us, but for us now it was
extremely relevant to put the brand in the context of an occasion that is exciting
… and relevant for consumption."
What is about to happen is a "house party". Di Giammarco was quick to assure that the
house party concept used in the ad doesn't mean Bacardi is settling
for just the off-premise - occasion-based marketing is to feature both
the house party and the big night out. This direction is aimed a getting the party started again for Bacardi.
