Bacardi Rum Launches New Outdoor Ad Campaign
Bacardi Rum has launched a new £500,000 outdoor advertising push to support its current TV campaign featuring Vinnie Jones.
The outdoor promotion begins later this month and will see over 1,200 six-sheets positioned at 12 key drinking hotspots throughout London, including Piccadilly Circus, Clerkenwell, Hoxton, Covent Garden and Islington.
The initial campaign will be supported by activity at 25 of the capital’s busiest underground stations and 33,000 postcards featuring a creative designed by cult German artist, Olaf Hajek, will be distributed to 257 bars in the area.
Bruce Ray, director of sales and trade marketing for Bacardi-Martini, commented: “We chose Olaf Hajek’s illustrative style because it is more evocative than the traditional photographic route. Bacardi is an expressive, self-confident, passionate and colourful brand and Hejek’s approach perfectly combines these qualities with a Latin lust for life.”
He added: “By running this campaign alongside the new TV ads starring Vinnie Jones, consumers are constantly being reminded about Bacardi Rum, helping to keep it top of mind.”
The alcohol advertising has been in focus recently following the British Medical Association calls for a complete ban on alcohol related marketing in an attempt to combat the rising levels of binge drinking among young people (see Call For Ban On Alcohol Advertising Meets Stiff Opposition).
Consumer groups have criticised what they view as the ‘light touch’ regulation of the industry, especially with regard to the marketing of alco-pops to younger drinkers. Earlier this year the ASA refused to censure a poster for Bacardi-Martini despite complaints that it linked alcohol with aggression and violence (see Bacardi Cleared Of Linking Vinnie Jones With Violence).
Bacardi: www.bacardi.com
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