is being backed by a summer-long marketing campaign designed to link the rum to the creation of the original mojito cocktail.
The push, which is part of a £15 million investment package by brand owner Bacardi Brown-Forman, will run until late August, with the strapline Bacardi Mojito, the Original Mojito.
Consisting of TV, outdoor and print ads, it
targets 18 to 29-year-old drinkers and will be particularly prominent in London, Leeds, Manchester, Edinburgh and Glasgow. Experiential advertising and PR activity will aim to position the rum as the ideal base spirit
for the mojito, which
blends rum, muddled lime, mint, soda water and sugar. The cocktail is
enjoying a "renaissance"
after seeing "major growth across the UK on-trade", according to director of marketing Liam Newton.
printed recipe for a mojito cocktail uses Bacardi Superior Rum," he said. "It is the original rum used in the creation of this enduringly popular Cuban classic and it was designed to suit the often fierce heat and consequent thirst experienced in the Caribbean."
The new TV ad will be a continuation of the ongoing Elixir campaign, which features dancing images of human shapes made from liquid. For the mojito version of the ad, images made from the various ingredients of the cocktail are seen dancing around to the sound of electronic music, before splashing into a glass to make
Bacardi Brown-Forman is making 82,000 SoCo pitcher packs available to the off-trade in an effort to get people drinking Southern Comfort with lime and lemonade. It is also distributing 40,000 SoCo Ice & Lime trays to the take-home market, along with branded shelf-edge wobblers, in-store POS material and counter-top mats.