New Bacardi Ad Re-Creates Rum-and-Coke History
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Bacardi USA's answer to Captain Morgan is Colonel Roosevelt.
The marketer's flagship rum brand on Monday plans to introduce a TV commercial evoking the history of the "Cuba Libre," better known as the rum and Coke cocktail, which Bacardi says was created in Cuba in 1900 as then-Col. Theodore Roosevelt and his Rough Riders helped fight for the nation's independence from Spain.
Directed by Jake Scott, the spot is the first in a series of ads that will emphasize the historical events that shaped the 151 year-old brand, which has links to the creation of other rum cocktails such as the Daiquiri and Mojito. Global parent Bacardi Limited began looking back last year, with a global campaign celebrating the brand's 150-year anniversary. The new campaign — called "Vivimos! ("We live!") — was created for the U.S., although elements might be expanded globally. It is the first work overseen by boutique agency OW, which Bacardi USA recently brought on board to oversee brand and creative strategy.
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