Bacardi Rum Cake – A Taste of the Caribbean
Bacardi aims to set itself apart from other brands in a new ad campaign titled “Untameable” that depicts the challenges that the company has faced throughout its history. The world-famous rum was introduced in Cuba in 1862. Since that time, the company has endured a fire, Prohibition in the United States, an earthquake that destroyed some of its buildings, and the revolutionary government of Cuban leader Fidel Castro.
Typically, Bacardi’s liquor ads during the holiday season show attractive young people enjoying drinks at parties. Bacardi is now displaying a more serious side with taglines such as “Some men are kicked out of bars, others are kicked out of countries.” The slogan refers to the company’s exile from Cuba in 1960.
A new Bacardi commercial unveiled in November 2013 features actors waving red flags to portray Cuban revolutionaries and individuals destroying casks with large hammers to depict the Prohibition.
Company leaders believe the message about Bacardi overcoming adversity will resonate with its target audience of young adults who are dealing with difficult economic times and high unemployment.