Bacardi unveils new Vinnie Jones ad
Bacardi-Martini has unveiled the latest instalment in its TV advertising campaign for Bacardi rum.
The new advert, part of the brand's £7.5m "Welcome to the Latin Quarter" marketing campaign, stars ex-footballer and hardman-luvvie Vinnie Jones and is due to be screened on terrestrial and satellite channels from the beginning of July.
"Bar Tray", which sees an aggravated Vinnie Jones being soothed by a bottle of Bacardi Rum and a table full of gorgeous women, is designed to help Bacardi rum replace vodka as the default youth spirit among 18-24 year-old drinkers.
Marie Carter, senior trade manager for Bacardi-Martini, said: "We are confident that this new TV execution and associated Latin Quarter campaign will help update consumers' perceptions of Bacardi rum by demonstrating its sociable, party characteristics, thereby taking it to a new generation of drinkers."
Research has shown that the Latin Quarter marketing campaign has been a roaring success to date. As a result of last year's "Ice" commercial, also staring Vinnie Jones, there has been a 50 per cent increase in the number of 18-34 year old males citing Bacardi rum as one of the top two brands they would buy.
As well as a 50-second full-length version, 20 and 30-second cut downs will also be shown.
