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NEW YORK Flipping the traditional ad formula, a new Bacardi spot is focusing more on the “Drink responsibly” message than pure branding.
The spot, dubbed “Whatever Your Reason,” inverts classic liquor ads that play up sex and chic with a responsibility kicker. It incorporates consumer ruminations on their “reasons” for drinking responsibly, with the familiar fruit bat logo only briefly appearing at the ad’s conclusion. The spot began its national cable network run earlier this month.
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