NEWS: Mustoes shows debut ads for Bacardi Spice

Mustoe Merriman Herring Levy releases its first work for Bacardi Spice this week with a hard-hitting commercial that exposes the extreme nature of the process used to make the rum brand.

Mustoe Merriman Herring Levy releases its first work for Bacardi Spice

this week with a hard-hitting commercial that exposes the extreme nature

of the process used to make the rum brand.



The pounds 5 million campaign covers national press, posters, TV and

cinema.



Bacardi Spice is a strong, dark rum, spiced with cinnamon, caramel,

vanilla and pepper. It is targeted at 25- to 35-year-old men.



The commercial was shot by Daniel Barber through Rose Hackney Barber on

location at the Bacardi distillery in Puerto Rico and in the sugar cane

plantations of the Dominican Republic.



Kevin Reeves, the group account director on the business, commented:

‘The brand’s identity is encapsulated in the extreme process by which it

is made.’



The film shows vast fields of sugar cane being burned, harvested and

taken to industrial crushing mills, and then refined and repeatedly

distilled.



Some creative licence is used near the end of the film when a red-hot

molten bottle is pulled out of an enormous kiln, which then cools to

form a Bacardi Spice bottle just as the endline ‘distilled in hell’

flashes up.



The copywriter was Chris Herring, who devised the ad with his fellow

creative director, John Merriman.



Mustoe Merriman won the business last summer (Campaign, 4 August 1995)

after a secret three-way pitch conducted by Bacardi’s owners, Westbay

Distributors.



McCann-Erickson, which handles the main Bacardi account, was not

involved in the creative pitch, but it will handle the media planning

and buying for Bacardi Spice.



A national poster campaign by Mustoe Merriman introduced the ‘distilled

in hell’ strapline last November.



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