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
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
The film shows vast fields of sugar cane being burned, harvested and
taken to industrial crushing mills, and then refined and repeatedly
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’
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
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.