Called Elixir, the push will include a series of TV ads that are designed to encourage consumers to mix Bacardi with four new mixers - orange juice, ginger ale, cranberry juice or lime & soda.
The first TV ad will air at the end of June and features two
figures dancing. As the two figures dance they combine to form one new mixed drink.
Backing the launch will be print and online ads, and radio podcasts. Ads will also screen on digital escalator panels in the London Underground, and on high definition plasma screens in key city locations for eight weeks.