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.




Bookmark this


Site Search

COMMENT

Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

Click for more »
Upcoming events

Polls

Is blended Scotch overshadowed by single malt in retailers?

  • Yes
  • No
  • Don't know

Facebook

Twitter