Bacardi’s £12m marketing push to launch its brand purpose

Bacardi is launching a £12m marketing push to launch its brand purpose ‘Do What Moves You’, which aims to “shine a spotlight on the brand’s belief in the power of self-expression”.
The new global positioning will be rolled out through-the-line, starting with 800 outdoor ads across key cities and university campuses this week. It will run across advertising, partnerships, social and experiential outdoor, with Bacardi Europe’s vice president of marketing S