McCann focuses on Latin spirit for new Bacardi Breezer job

Bacardi is taking its quest to find the ’Latin spirit in everyone’ into the press next month with a new campaign for Bacardi Breezers.

Bacardi is taking its quest to find the ’Latin spirit in everyone’

into the press next month with a new campaign for Bacardi Breezers.



Developed by McCann-Erickson, the advertising aims to reinforce Bacardi

Breezer as a brand with a playful personality among its young male

target group.



The media strategy through Universal McCann involves two successive

right-hand pages in men’s style magazines. The first page will show an

everyday situation, while the second will reveal a passionate Latin

alternative.



In ’nuts’, for example, a man is shown ripping open a bag of peanuts

with his teeth in the first ad, while he is shown to be ripping off a

girl’s bikini, again with his teeth, in the second.



All versions carry the strapline, ’Bacardi Breezer: there’s Latin spirit

in everyone.’



The campaign was art directed by Rob Brown and written by Jason Gill

with photography by Steen Sundland. It will run from December until May

next year.



Ben Langdon, chairman and chief executive of McCanns London explained

that the personalities in the ads acted as a metaphor for the drink. ’We

all have our wild side after all,’ he added.



Similarly, ’DJ’ shows a young woman at the sink doing the washing up in

the first execution, but in the Latin alternative readers see her as a

sexy DJ behind a turntable, the plates replaced by records.



A third version, ’rodeo’ initially features a young female policewoman

on horseback. But in the Latin version she is a scantily-clad cowgirl

’riding’ on the back of her boyfriend.



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