The assignment is a response to the likely long-term decline in the sales of Bacardi Breezer and the need to lock in young consumers by offering them an alternative.
Cdp-travissully won the campaign, which is to be backed with an estimated £1 million spend, following a six-way pitch involving agencies in the UK and US.
The campaign, to break within the next month, will target people between the legal drinking age and 25, so the initiative is likely to concentrate on viral ads and online activity rather than above-the-line advertising.
The decision has no bearing on Bacardi UK's search for a new agency following the end of the drinks manufacturer's ten-year relationship with McCann Erickson.
"Bacardi Breezer was first into the market and did well," an industry source said. "Now, with that market saturated and Bacardi Breezer looking like a fad, it's important to move Bacardi Breezer drinkers on to Carta Blanca."
- Live Issue, p23.