Bacardi rum was due to use the last episode of Friends and the launch of Big Brother on Channel 4 last night (Friday) to launch a £1.5m television ad.
More than five million viewers were expected to see Hollywood actor Raoul Bova make his debut in the seventh advert in the Latin Quarter series, which is called Platform and aimed primarily at 18 to 24-year-olds.
John Burke, marketing controller for Bacardi rum, said: “In the past three years Bacardi rum sales have climbed to a 10-year high and Platform will continue to raise awareness and drive incremental sales.”
At the same time, Bacardi Breezer has been given a new look by brand owner Bacardi-Martini.
This is in an attempt to further differentiate the product in the ailing RTD market.