BACARDÍ Spiced Rum debuts new campaigns for fall

Social campaigns taps reality TV stars, digital spot highlights joy of reuniting

(Image courtesy of Bacardi Ltd.)

Following the successful launch of BACARDÍ Spiced Rum in September 2020, BACARDÍ Spiced is toasting to the change of the season with the debut of two new campaigns. BACARDÍ Spiced will embark upon a cheeky new social campaign, Captains Choose BACARDÍ Spiced, by enlisting the help of fan-favorite captains and crew members from a well-known reality TV yachting show. The rum brand also will unveil a new digital ad spot called "Domino," which visualizes how BACARDÍ Spiced can inspire a domino effect at a party, enticing partygoers to do what moves them.

To launch Captains Choose BACARDÍ Spiced, BACARDÍ has enlisted the help of Captain Glenn Shephard, as well as standout yachties Kate Chastain, Malia White, Colin Macy-O'Toole and Bobby Giancola ― all fan favorites on the Bravo TV show “Below Deck ― who will prove that it's high time to bench the captain, the company says. These reality stars will playfully showcase their natural inclination to BACARDÍ Spiced on social media, encouraging their loyal followers to trade up to BACARDÍ Spiced to solidify the variant as the best spiced rum on the market.

“Following the launch of BACARDÍ Spiced last year and knowing there is an immense opportunity for BACARDÍ in the spiced rum category, we wanted to continue the momentum by reinvigorating our efforts and debuting two new consumer-facing campaigns. We know that our target wants to enjoy the taste of a rum while still feeling like they are drinking a quality spirit, so as the world's most-awarded rum brand for quality, taste and innovation, we feel BACARDÍ Spiced is well-positioned to establish itself as a category leader,” said Lisa Pfenning, Vice President, BACARDÍ for North America, Coral Gables, Fla. “We hope these new campaigns spark joy and inspire people to pick up a bottle of BACARDÍ Spiced to share with their friends this upcoming season and beyond.”

Additionally, BACARDÍ Spiced is debuting a new digital ad spot today called "Domino." The creative spot starts as a woman enters a party with a bottle of BACARDÍ Spiced in hand. As she makes her way through the party, a strong soca energy comes over her and the effect of friendship, music and energy eventually overtake the entire party, the company says. The "Domino" spot highlights the joy of being able to reunite again with friends and how a house party is the perfect excuse to enjoy BACARDÍ Spiced. The "Domino" digital ad spot was created by BBDO New York and will live on Instagram, Facebook and YouTube in North America and Western Europe.

BACARDÍ Spiced is available for a suggested retail price of $12.99 for a 750-ml bottle for delivery via Drizly, Instacart and Minibar, or at liquor stores nationwide.

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