Between the Lines: Bacardi tunes in to drinkers

The Broadcast Committee of Advertising Practice has further tightened the restrictions surrounding the advertising of alcoholic products (page 2). There can no longer be any health claims attached to alcohol ads.

Although this will pose some difficulty for the low-carb or lite beer variants, most brands will be unaffected.

However, the restrictions are becoming harder to work around, so it is no surprise that the likes of Bacardi are coming up with creative media solutions (page 1). The launch of the Bacardi B-Live radio station is a low-cost way of keeping a drinks brand in contact with young adults.

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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).