McCanns wrestles Bacardi Spice out of Mustoes

Bacardi has consolidated its entire drinks business within McCann-Erickson.

Bacardi has consolidated its entire drinks business within


The final piece of Bacardi business to reside outside McCanns, the

pounds 1 million Bacardi Spice account, moved this week out of Mustoe

Merriman Herring Levy. It complements the Carta Blanca and Breezer

business - worth more than pounds 10 million - already at McCanns.

The appointment brings McCanns into line with its media affiliate,

Universal McCann, which already handles media buying for all the Bacardi


Stella David, the marketing director of Westbay, Bacardi’s UK

distributor, said: ’It’s important that we optimise the total Bacardi

brand franchise with consumers.’

Mustoe Merriman has handled Bacardi Spice since autumn 1995 when it was

launched in an attempt to balance the brand’s predominantly feminine

image and destroy its reputation as an ’Essex girl’s drink’.

Stronger than the standard Bacardi, the drink is a gold rum flavoured

with spices and is aimed at men aged between 25 and 35 who usually drink

dark spirits.

Mustoe Merriman interpreted the strategy with a TV and cinema ad

featuring fields of sugar cane being burned, a molten Bacardi Spice

bottle and the endline: ’Distilled in hell.’

The award of the business to McCanns follows a review in which both

agencies were invited to submit proposals.

McCanns’ first work on the brand will break later this year. Ben

Langdon, the agency’s chief executive, said: ’Being awarded an

additional assignment is the highest accolade a client can bestow on an


Nick Mustoe, chief executive of Mustoe Merriman, said: ’We’ve had an

amicable relationship with Westbay but the brand has not been active for

some time.’

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