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.
[...] Although Bacardi have Bacardi Representatives, who deal with off-licences and bars, Smirnoff Ice and other Smirnoff products are distributed through the UDV division of Guinness. Therefore, Guinness representatives would also deal with queries referring to the brand Smirnoff Ice. Direct Selling- Marketing Direct selling is any form of promotion that adds value by establishing a direct relationship with the customer, for example, junk mail and email promotions- this being classified as virtual marketing. As in the previous example of online promotions and integrated marketing for Maxim Men's magazine, Smirnoff Ice created wide variety of advertisements applying online creative concepts. [...]
[...] The Bacardi Breezer Tomcat has shown as suffering the effects of a hard- living lifestyle in the brand's latest TV campaign through McCann-Erickson. The Tomcat campaign has traditionally used a wide range of media and PR activity to support the TV ads. Tomcat also featured in the print advertisements of the campaign, which concentrated on print media and six sheets. The latest launch of ‘Bacardi Breezer Twist' has concentrated mainly on a print media campaign in popular magazines in the UK and Ireland. [...]
[...] Smirnoff Ice is the main competitor of Bacardi Breezer. Therefore, Bacardi Breezer must differentiate its brand from all other brands in the market. Its image is one of being the life and soul of the party, whereas Smirnoff Ice is the PPS with the “sharper bite”. Bacardi Breezer, due to its highly visible advertising campaigns, is one of the most recognisable brands in its market. In a recent study in Holland, Bacardi Breezer was the most recognised brands amongst 10 to 15 year olds. [...]
[...] In relation to the advertising effectiveness of Smirnoff Ice and Bacardi Breezer, this can be measured through its effect on the target audience. This involved extensive researches about the target audience and asking whether they recognise or recall the advertising message. For example, this involved asking, how they felt about the message, how many times they saw it, what points they recall and what were their previous and current attitudes to the product as they have seen the advertising message. [...]
[...] * flavoured alcoholic beverage Assess Advertising Media The advertising mix, consumer promotions, sponsorships, public relations and trade activities plays key role in the success of the both brands Bacardi Breezer and Smirnoff Ice. Let's see how these brands succeed in their field. During the last two years, the company studied the social behaviour of its consumers in order to create a new advertisement. It conducted individual interviews and focus groups involving more than 1,000 consumers for 18 months. The company learned that young adults are pretty much the same as elders: they have varied interests and a number of psychological appeals that make them to purchase a particular item. [...]
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