June 6, 2014: World’s largest privately held spirits company Bacardi will be rolling out its new global campaign ‘untameable’ in India after it rolls out in United States and Mexico. With this launch India would be come the third market in the world where Bacardi would be launching its campaign. In a significant shift from the spirit maker’s earlier positioning strategy, this is the first time that Bacardi is rolling out a campaign in a emerging market. The campaign would be kicked off from December 24.
The new campaign would be entirely different from the earlier ones which focused more on beaches and parties and the bat logo has been given a retro look. The campaign would highlight the challenges the brand faced since it debuted in Cuba in 1862. Vijay Subramaniam, Managing Director, Bacardi India and South East Asia was quoted as saying, “We believe the theme of the campaign will resonate well with our consumers and is more broad-based.” Bacardi would be launching a 360 degree marketing campaign and will be spread across print, television and digital media platforms.
[youtube height=”HEIGHT” width=”WIDTH”]https://www.youtube.com/watch?v=Dd42E9hdqFE[/youtube]