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In an attempt to get back to its roots and unify the brand message globally, Bacardi this week is breaking a campaign presenting the rum as the centerpiece of a Latin-tinged party.
The first ad in the campaign, via Young & Rubicam, London, underscores the theme by showing a bunch of partying twentysomethings on boats. As each of them throws big rocks into the water, they construct an island, which becomes the center of a fiesta.
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