Avrett Introduces Bacardi’s New Flavors

Avrett Introduces Bacardi’s New Flavors

NEW YORK Bacardi U.S.A. is rolling out vanilla-, coconut- and raspberry-flavored rums with the help of new print and outdoor messages created by Avrett Free Ginsberg.

The print campaign includes full-page executions for each of the five-flavor line (Bacardi also produces limon- and orange-flavored rums). The work is designed to communicate the notion that the rums are well suited to sophisticated cocktails and their drinkers.

All of the executions feature an original look at rum drinks—in martinis, straight up or with various mixers—and use the tagline, “Shake up your night.”

Campaign spending is $5 million, sources said. The media buy includes magazine titles such as Vanity Fair, Cosmopolitan and InStyle.