Latin spirit surfaces in Bacardi Breezer spots

McCann-Erickson this week launches a new campaign for Bacardi Breezer, playing on the brand’s Latin American roots for the first time.

McCann-Erickson this week launches a new campaign for Bacardi

Breezer, playing on the brand’s Latin American roots for the first

time.



The pounds 5.6 million campaign introduces the endline, ’Bacardi

Breezer: there’s Latin spirit in everyone.’



Two commercials, ’psychiatrist’ and ’interview’, feature respectively a

patient and an interviewee who on the outside appear calm and

collected.



As they are asked questions, however, the film switches to a memorably

wild moment in their lives. Their answers, by contrast, remain a model

of respectability.



The campaign replaces the ’true stories’ advertising for Bacardi

Breezer, which won two stars at last year’s IPA Effectiveness Awards.

The commercials break in cinemas across the country on 9 April, moving

on to television next month. National and regional radio advertising

will begin in June and the campaign is scheduled to run to March

2000.



Stella David, managing director of Bacardi-Martini, said: ’Bacardi

Breezer’s success in the UK has continued to exceed expectations. Last

year, the brand grew by more than 200 per cent, the opportunity now is

to establish Breezer as an enduring classic.’



Ben Langdon, chief executive and managing director of McCanns, added:

’This campaign is rooted in the character of the Breezer. The

personalities in the ads are deceptive and act as a metaphor for the

drink - something that is refreshing and appealing with the heart of a

full-strength party spirit. We all have our wild side, after all.’



The ads were art directed by Luke White, written by Colin Selikow and

directed by Howard Greenhalgh at Godman. Media buying and planning are

through Universal McCann.



Bacardi has also launched a pounds 2 million outdoor campaign to build

awareness of its logo, the Bacardi Bat, which was first used in the 19th

century and now appears on the packaging of all Bacardi products. The

poster campaign will be supported by ads in the men’s style press in

June and July.



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