#Untameable. Bacardi Rum Rebrands + New Campaign Embracing The Past

 

Some alcohol brands get banned from bars, the tougher ones get kicked out from their own country.

Bacardi has launched its new campaign ‘Untameable’, that doesn’t shy away from its troubled past. The new commercial features Spanish actor Jordi Mollà (representing the Bacardi family) climbing up a hill past all the battles and hurdles the brand has had to overcome; fires, earthquakes, prohibition, revolutions, and their exile from their motherland of Cuba.

The new campaign focuses less on the rum itself and more on the brand. Simultaneous with the launch is a new logo, that features a new font and an artisan bat design that dates back to the early 1900s. The bat according to Cuban and Spanish folk-lore, symbolizes good health, good fortune, and family unity.

New Logo:

Old Logo:

With their target market focusing towards the 18-29 year old demographic, their print campaign streamlines the same entertaining message:

Finally to complete the tri-fecta, Bacardi has created a completely interactive website that introduces you to their past; the good and the bad.

Check it out here.