Bacardi launches Superior Elixir

15 June, 2007

Bacardi is spending 15 million on a heavyweight marketing campaign for its Superior Rum.

Called Elixir, the push will include a series of TV ads that are designed to encourage consumers to mix Bacardi with four new mixers - orange juice, ginger ale, cranberry juice or lime & soda.

The first TV ad will air at the end of June and features two

figures dancing. As the two figures dance they combine to form one new mixed drink.

Backing the launch will be print and online ads, and radio podcasts. Ads will also screen on digital escalator panels in the London Underground, and on high definition plasma screens in key city locations for eight weeks.




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Lifting the spirits

I were to sum up alcohol sales over Christmas 2017 in one word, it would be “gin”. At Nielsen, we define the Christmas period as the 12 weeks to December 30 and in that time gin sales were £199.4 million, which means they increased by £55.4 million compared with Christmas 2016. There’s no sign the bubble is about to burst either. Growth at Christmas 2016 was £22.4 million, so gin has increased its value growth nearly two-and-a-half times in a year. The spirit added more value to
total a

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