Bacardi is inviting consumers to sign up to a free-spirited attitude, with a new global advertising campaign entitled 'You In?'

The activity, which will be supported by an £8m media package in the UK alone, marks a major change in Bacardi rum's approach to communicating with its core consumers of 18 to 24-year-olds. Previously, marketing was targeted to specific national or regional markets.

Breaking next month, one TV and cinema creative, featuring the 1990s anthem 'Moving on Up' by Primal Scream, shows lead characters climbing up successive floors to stay in the sunlight as they drink Bacardi. At each, they meet neighbours and make new friends until they eventually reach the rooftop. The other, which involved two helicopters, 700 extras and the closure of New York City' Fifth Avenue, focuses on two friends running the New York Marathon dressed as salmon - in the opposite direction.

It will be launched during screenings of the new film 'Miami Vice', in which Colin Farrell's character requests the cult drink 'the Bacardi Mojito'. Five poster executions, each a fun twist on classic signs, will be up in both London and Glasgow next month, followed by eight other major cities throughout September.

Marketing director Andrew Carter said the campaign was a major development for the brand and the foundation of the company's multiple touch points communication strategy.

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