Founded in Cuba in 1862, by Don Facundo Bacardi, Bacardi has grown to become the world's leading producer of rum.
When rum was first produced by distilling sugar cane juice, it was an unrefined, fiery drink that became associated with the sailors and pirates of the Caribbean seaports.
When, Don Bacardi immigrated to Cuba from Spain in 1829, he brought with him an inventive mind and a love of drinking. He discovered that the rum produced in the island was of a rich, dark and almost overwhelming nature.
This began to change in 1862, when, after much experimentation with the distillation process, Don Bacardi, by discovering that a lighter, smoother, and more flavourful drink could be distilled from the original rum formula, founded Bacardi in Cuba, and began the development of the new type of rum.
[...] Bacardi Breezer's Adverting Objectives Bacardi Breezer's advertising objectives must be based on: - The target audience - The products - The promotions mix - The competition within the target market The Target Audience Bacardi Breezer is aimed at the people aged 18-24 years. As it has presence since 1994, it must be constantly renewing its efforts to catch this age group. It is also in a market that has become saturated with similar products, so it must constantly differentiate itself from the competitors. The Products Bacardi Breezer and Bacardi Breezer Twist are both in the PPS market. Bacardi Breezer has the image of being the fun-loving, party type, and Breezer Twist follows the same image. [...]
[...] While returning home, the cat is shot in close up squeezing through the cat flap. The ears are a little squashed down creating a slightly bedraggled look, signifying morning after the night before? and he has acquired a green Bacardi Breezer bottle top as a collar tag (showing the Bacardi bat logo). This connects the identity of the cat, and all his characteristics, to the product. When the old lady asks if he has been out 'chasing birds' the audience and cat share a double meaning but there is no conflict with the cats day job as housecat; it cannot answer. [...]
[...] It is a timeless, authentic vodka brand. As the recent emergence of RTD (ready to drink beverages) and in relation to the advertising of the brand Smirnoff ice, the advertising campaign pokes a little light-hearted fun at some of the pretentious behaviours in the advertisements. Therefore, creating a new RTD product on the brand name of Smirnoff had already some beneficial implications for the product. Diageo's original product concept and the reasoning for getting into RTD's in the first place was a simple idea driven by a consumer need. [...]
[...] While the expenditure for Smirnoff vodka was 863,789. This is the most up to date information in relation to advertising expenditure for Smirnoff Ice. Competitive Differentiation 1. Number of sales Diageo with Smirnoff Ice may not be the first to enter the PPS and PPL (premium packaged lagers) sector but it was the first to reach top position in this market. After testing Smirnoff Ice in 2000 and selling 300,000 cases, the popular ready-to-drink beverage sold a whopping 25 million cases with a $25 million ad campaign in 2001. [...]
[...] The top five markets for Smirnoff in 2002 were: 1. U.S Great Britain 3. South Africa 4. Canada 5. Ireland Smirnoff Advertising through the decades Smirnoff is a consistent user of Outdoor adverting. Why? Basically we use posters to make strong creative assertions about Smirnoff in the right environment, giving it 'street credibility' with the brand's key target audience. Posters also allow repeated exposure, which is important given the intriguing nature of Smirnoff's advertising message" United Distillers and Vintners UK Ltd 1950s The tagline, leaves you breathless?, was first used in 1952, inspired by a guest at New York party where Bloody Marys were being mixed with 100% pure Smirnoff. [...]
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