The character, which has starred in seven executions portraying him as a loveable rogue who is popular with the opposite sex, will disappear this spring.
Since first appearing in November 2000, Breezer's Tom Cat ads have contributed to the considerable success of the brand. In last year's Marketing Biggest Brands survey it had sales of nearly £300m and Nielsen Media Research data out tomorrow (Friday) will confirm its position as market leader in the year to 2003. Between 1999 and 2001 sales grew by more than 500% according to Mintel.
Bacardi Breezer also made use of Tom Cat in other areas of its marketing, venturing into the launch of cat collars and an on-pack promotion with catfood brand Classic.
However, it is understood that Bacardi-Martini has decided the campaign has run its course and that it is better to replace Tom Cat before consumers tire of the campaign.
Details of the strategy are sketchy, although McCann-Erickson, the agency which created Tom Cat, is thought to be working on ads which use the strapline 'You can't keep it bottled up'.
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