Bacardi Shuns Social Drinking Marketing in Favor of its Tumultuous History

Posted on by Chief Marketer Staff

Andrew Adam Newman (NYT)

Barcardi "Untamable" campaignThis article chronicles a daring move by the Bacardi brand to shift far away from its marketing comfort zone. This holiday, an important time frame for the category, Bacardi has turned marketing its products through messaging and creative that traditionally played heavily on social drinking occasions to a program that focuses solely on the brand’s history …  and it helps to have a tumultuous one.


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