Bacardi-Martini is pumping £250,000 into the first advertising campaign behind Bacardi Oro rum.
Glossy lifestyle magazines will feature ads for the golden rum as the company develops the brand’s image.
The artwork focuses on Bacardi’s iconic bat emblem, which is embossed on the neck of the bottle, and highlights the golden colour of the rum.
The spirits company said the ad’s strapline, ‘A Different Animal Altogether’, was chosen to show that Bacardi is not only available as a white rum.
To carry this message to the trade, bottles will also sport neck collars with ideas on how to serve the spirit.
Meanwhile, Bacardi-Martini is working on a new campaign for Bacardi white rum after brand ambassador Vinnie Jones was convicted of a drunken air rage attack. The company would not be drawn on Jones’ role, saying “all options were being considered”.