The investment will fund the return of the Seriously Easy' campaign to TV screens with a re-run of the Bus' commercial, which takes a wry look at the stresses of Western life in comparison to the laid-back pace of the Caribbean.
Airing for four weeks from Monday (July 7), the ad will kickstart a series of initiatives aimed at continuing the work Allied Domecq began last year when it acquired the brand. Increasing consumer sampling is at the heart of the drive with on and off-trade activity focusing on mixing the rum with cranberry juice.
The price of the spirit will also be reduced in the multiples from £11.29 to £9.99.
Allied Domecq has pledged to spend £6m in above-the-line support next year a 50% increase on 2003 with a new commercial breaking in the autumn.
However, the company has ruled out launching an RTD spin-off because it believes the sector's "bubble has burst".