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Bacardi puts its money where its mouth is

Published:  18 January, 2007

Bacardi Brown-Forman Brands (BBFB) is launching a nationwide advertising campaign this month for Bacardi, valued at 1.4 million.

The BDelicious promotion is focused on the recently launched flavoured spirits - Bacardi Apple and Bacardi Berry - and will run throughout October in preparation for the Christmas season.

The UK is the first port of call for the new campaign and posters will appear on 5,300 outdoor sites across the country. This follows a summer of concentrated on- and off-trade sampling activity in 20 UK cities, which reportedly reached a total of 350,000 consumers, making it the largest sampling campaign conducted by BBFB in the off-trade.

The Bacardi Flavours are aimed at the LDA-24 age group and lemonade is the suggested mixer. Andrew Carter, marketing director for BBFB, commented: We have already enjoyed a fantastic consumer response to the launch of the new Bacardi Flavours We now have a strong and highly impactful outdoor poster campaign planned, along with significant ATL investment.