Bacardi Gets Into Party Spirit With Global Drive

Bacardi is inviting consumers to sign up to a free-spirited attitude, with a new global advertising campaign entitled "You In?" The activity, which will be supported by an £8M packaging in the UK alone, marks a major change in Bacardi rum's approach to communicating with its core consumers of 18-24 year olds. Previously marketing was targeted to specific national or regional markets. The advertising campaign begins in August 2006 with a tv and cinema ad showing characters climbing up successive stairways to stay in the sunlight as they drink Bacardi.