Bacardi, the giant in the alcoholic drink industry has launched an advertising campaign where the company is portrayed as a true victor in the business. Founded in 1862, the company has faced fires, earthquakes, prohibition and even exile. The advertisement (as seen above) concentrates purely on the story behind Bacardi, rather than on the rum itself. Could this be a bad decision towards advertising their products? I believe it isn’t. With increasing awareness of the risks involving the consumption of alcohol, potential consumers are being ‘scared away’ (decreasing their overall consumption of alcohol). Driving consumer into seeing Bacardi from a different aspect might just be the best thing they could do. As the article ‘Bacardi Campaign Focuses on Resilience Rather Than Rum’ mentions, the campaign tells an admirable story of success. With upcoming releases of television advertisements focusing on the many problems that the company overcame to stand where it does today, potential consumers may end up choosing Bacardi over other brands simply for what it stands for, associating the consumption of it with success. The brand shows a promising future, however, only time will show how effective their new campaign really is.

Sources:

-http://www.nytimes.com/2013/11/18/business/media/bacardi-focuses-on-resilience-rather-than-rum.html?ref=business&_r=0

-http://www.alcohol.org/