BACARDÍ® Rum Unleashes "Untameable" Attitude Worldwide With New Look, Feel and Marketing Campaign

Hamilton, Bermuda (ots/PRNewswire) -

- New, bold "BACARDI Untameable Since 1862" campaign launches globally,
unites brand and products
- Evocative print, digital and TV ads inspire consumers to unleash their
"Irrepressible Spirit" to live boldly and passionately
- Authentic, artisan, hand-drawn bat logos from 1900s inspire new design

Everyone has a story. The BACARDI brand and family's story can be
summed up with one word: "Untameable." With more than 150 years of
uncompromised passion triumphing against extraordinary odds, BACARDI
is the rum brand with tales where the truth is better than any
fiction. Fearlessly honoring its legacy, the brand with
"Irrepressible Spirit" written in its DNA, today announced the launch
of "BACARDI Untameable Since 1862," a new global marketing campaign
that tells the stories behind BACARDI rum, its origins in Cuba and
inspires consumers to embrace life and live boldly to showcase their
own "Irrepressible Spirit."

To view the Multimedia News Release, please click:

http://www.multivu.com/mnr/64144-bacardi-untameable-attitude-new-look

The television, digital and print ads embody the true grit and
determination that sustained the rum brand and helped it thrive. The
advertising will feature headlines such as, "We Remember Prohibition
- It was a Blast;" "Some Men are Kicked Out of Bars - Others are
Kicked Out of Countries;" and "Earthquakes, Fire, Exile, Prohibition
- Sorry Fate, You Picked the Wrong Family."

The ads offer snapshots of the BACARDI history during prohibition,
exile from Cuba, and showcase how the Bacardi family had the original
irrepressible spirit to overcome earthquakes, fire, war and
revolution-none of which could defeat their spirit, because "True
Passion Can't Be Tamed." The campaign is designed to engage
millennial consumers to pursue their passions no matter what-much
like the Bacardi family did-encouraging camaraderie and strength of
character.

"BACARDI Untameable Since 1862" will be supported by 30-, 60-, and
120-second TV advertisements, as well as robust outdoor billboard,
print and digital executions. The television spots-named
"Procession," because of the frame-by-frame timeline and sequence of
events viewers experience-were directed by award-winning Dante
Ariola, star actor Jordi Molla and has voiceover of actor Jason
Isaacs. The ads, filmed on location at the UNESCO World Heritage site
of Ouro Preto, Brazil, are highly stylized and have a blockbuster
movie feel. The ads exude a realism that commands attention-engaging
consumers to feel that with every sip, the BACARDI brand story is
their own.

"BACARDI is known for its passionate drive, regardless of
circumstance, convention or expectation. The campaign pays tribute to
the brand's enduring popularity, continuing ingenuity and connects
with consumers as it inspires them to ignite the bold, 'Irrepressible
Spirit' within us all," said Dmitry Ivanov, Senior Global Category
Director of Rums for Bacardi. "Taking a global creative approach with
the 'BACARDI Untameable Since 1862' campaign allows us to focus all
of our marketing resources against a single powerful idea; an idea
that's completely ownable to BACARDI as it is rooted in the brand's
history and the Bacardi family's attitude to life."

The BACARDI portfolio of light and dark rums globally will be
united under one BACARDI creative look and feel. Every market in the
world will have the same BACARDI swagger in its branding, marketing
campaigns, advertising and visual identity for these rums. All
markets will also feature the bigger-than-life, "untameable" BACARDI
attitude.

Along those lines, the new campaign pays tribute to Don Facundo
Bacardi Masso, who had the vision, 151 years ago, to blaze a new path
and add steps never before used in rum making to create rum as the
world knows it today. With the same pioneering soul of its founder,
and in remembrance of its humble origins and beginnings in Santiago
de Cuba in 1862, BACARDI rum will face the future with a bat logo
inspired from the past.

Looking deep into the BACARDI archives to uncover the treasured,
authentic, artisan bat designs over the past 151 years, the new logo
is a creation inspired by BACARDI bat hand-drawn designs from the
early 1900s. It stays true to the integrity of the original symbol,
which in Cuban and Spanish heritage represents good luck, good
fortune and family unity.

The BACARDI word mark has also been updated, influenced by the
Cuban Art Deco style from the late 1920s to early 1930s. The most
famous example of this Art Deco style is the former Bacardi sales
office in Havana known as El Edificio Bacardi (The Bacardi Building).
To this day, the 11-story building remains crowned by a BACARDI
bronze bat and emblazed with the Art Deco stylized typeface.

"This campaign ushers in a new era for BACARDI rum, with a deeper
focus on its provenance to showcase the unfailing determination of
the Bacardi family and invites consumers to share in it," said
Ivanov. "This idea infuses the BACARDI brand with the authenticity of
its origins, celebrates the incredible quality and craftsmanship of
our rums and showcases a universally resonant attitude. In essence,
'BACARDI Untameable Since 1862' is a salute to the Bacardi family's
incredible heritage, to pursuing your passions, and to an
extraordinary rum."

Using creative digital formats, fans will be able to discover and
share the "Irrepressible Spirit" of BACARDI rum for themselves, with
access to artifacts from the brands 151-year history and
behind-the-scenes photography and video footage from the ad shoot,
offering a truly immersive experience.

"BACARDI Untameable Since 1862" will launch in the United States
and Mexico on November 20, and India and Australia in December,
followed by other markets in spring 2014.

For more information on "BACARDI Untameable Since 1862," BACARDI
rum and cocktail recipes, visit bacardi.com [http://www.bacardi.com
].

Note to Editors: "BACARDI Untameable Since 1862" advertisements,
imagery and behind-the-scenes content can be viewed via
http://www.bacardimediacentre.com.

About BACARDI Rum - The World's Most Awarded Rum

In 1862, in the city of Santiago de Cuba, founder Don Facundo
Bacardi Masso revolutionized the spirits industry when he created a
light-bodied rum with a particularly smooth taste - BACARDI. The
unique taste of BACARDI rum inspired cocktail pioneers to invent some
of the world's most famous recipes including the BACARDI Mojito, the
BACARDI Daiquiri, the BACARDI Cuba Libre, the BACARDI Pina Colada and
the BACARDI Presidente. BACARDI rum is the world's most awarded
spirit, with more than 550 awards for quality, taste and innovation.
Today, BACARDI rum is made in Puerto Rico and Mexico where it is
crafted to ensure the taste remains the same today as it did when it
was first blended in 1862. http://www.bacardi.com

LIVE PASSIONATELY. DRINK RESPONSIBLY.

BACARDI, BACARDI UNTAMEABLE AND THE BAT DEVICE ARE TRADEMARKS OF
BACARDI &

COMPANY LIMITED

Video:
http://www.multivu.com/mnr/64144-bacardi-untameable-attitude-new-look

ots Originaltext: Bacardi
Im Internet recherchierbar: http://www.presseportal.de

Contact:
Media Contacts: Sara Gottman, Bacardi Global Brands, +44 797 150
8137, sgottman@bacardi.com ; Tom Winterton, Citizen Relations for
Bacardi
Global Brands, +44 754 520 9014, tom.winterton@citizenrelations.com ;
Jennifer Mestayer, Zeno Group for Bacardi USA, +1 212 299 8976,
jennifer.mestayer@zenogroup.com ; Gerald Fuchs Torrescano, Bacardi
México,
+52 (55) 5899 0900, gerald.fuchs.torrescano@bacardi.com