Barcardi Targets Women Of Sophistication for Sylk

Bacardi USA looks to mimic the momentum of category leader Diageo’s Baileys with the introduction of Sylk Cream Liqueur, a Drambuie extension backed by a $2 million print and on-premise effort.

Two print ads from Soul Advertising in London target urban and suburban women in their post-nightclub, pre-PTA years, said Monica Garaitonandia, a Bacardi USA senior marketing manager. “They’re graduating from the high-energy nightclubs into the trendy lounge and restaurant scene, and beginning to entertain at home,” she said.

The ads, which break in September magazines, are tagged, “Smooth to a point.”