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Bacardi invests £20m in rum marketing
Published:  01 April, 2010

UK: Bacardi has launched a new advertising campaign, called ‘Island’. The campaign is part of a £20million marketing spend.

The campaign made its debut during half time of the UEFA Champions League quarter final: Arsenal Vs Barcelona. According to Bacardi, the match was one of the most watched of the entire competition, with more than 7million viewers.

The advert shows ‘like-minded people coming together to build a Bacardi Island where they enjoy Bacardi drinks with friends,  embodying Bacardi rum's Latin spirit’.

The ads are to feature across all TV channels, including On Demand in an effort to recruit an additional 250,000 LDA-29 year-old monthly drinkers into Bacardi Superior rum.