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Bacardi campaign opts for resilience over rum

The campaign, which also includes digital and outdoor advertising, is by BETC London

Andrew Adam Newman 

It is the time of the year when Bacardi typically promotes its recipe for holiday punch, but a new advertising campaign is promoting how the rum brand rolls with the punches, instead. The global campaign, "Untameable," highlights the tumult that Bacardi has faced since its introduction in Cuba in 1862, like a fire in 1880, Prohibition beginning in 1920 in the United States (US), an earthquake in 1932 that destroyed facilities and the revolutionary government led by Fidel Castro that seized Bacardi's Cuban assets in 1960. "Some men are kicked out of bars, others are ...

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First Published: Tue, November 19 2013. 00:11 IST