Bacardi Selects Burrell In Effort To Boost African American Sales

Seeking greater call for its rums by African Americans, Bacardi-Martini U.S.A. has enlisted its first target agency for the market, Burrell Communications in Chicago.
Burrell was selected for the business over three other agencies in New York, Chicago and Los Angeles, said Celio Romanach, group marketing manager at Miami-based Bacardi-Martini. Romanach declined to name the other contenders.
Bacardi-Martini spent $24 million on advertising in 1996. The lion’s share of that, $17 million, went to its rums, according to Competitive Media Reporting. Lead agency is Ammirati Puris Lintas in New York, while Hispanic target ads are handled by Castor Advertising, New York.
Spending for marketing targeted at African Americans has yet to be determined but should reach well into seven figures, Romanach said.
A good part of the marketing effort is expected to support Bacardi Limon, a lemon-flavored rum introduced in 1995, Romanach said. The beverage can be consumed straight or mixed with fruit juices. Studies citing the popularity of lemon-lime-flavored beverages among African Americans have led the company to try to boost Bacardi Limon sales in that market, Romanach said.
Burrell’s first work is not expected for up to six months, following continued research on how to approach the market, she said.
Ammirati’s general market tagline, “Just add Bacardi,” is not used in Hispanic advertising and will not necessarily be a part of the African American effort, Romanach said.