Bacardi steps up marketing spend

Bacardi Superior Rum is spending £20 million on marketing in 2010 in an effort to recruit 250,000 new drinkers.

Kicking off the push is a new ad campaign called Island which will launch tonight (March 31) on ITV1.

It will debut during the half-time break of the live UEFA Champions League quarter-final, a match which Bacardi predicts will be watched by more than 7 million viewers.

The ad depicts people coming together to build a island where they can enjoy Bacardi drinks with friends and “embodies the rum’s Latin spirit”.

It will feature across all TV channels, including On Demand, and marks the start of what the company claims is its bigger ever investment, which will see the brand have a continuous media presence throughout 2010.

“The heavyweight campaign is part of a £20 million marketing spend in the UK, to secure maximum impact with consumers, and recruit an additional 250,000 18 to 29-year-old monthly drinkers into Bacardi Superior rum,” a spokesman said.