Bacardi is launching a global campaign introducing the strapline 'You in?', which is intended to engage more strongly with consumers.
The campaign, which breaks on 1 August, and is worth £8m in the UK, includes five poster executions and two TV and cinema ads. The first, 'Don't let the day get away', features people climbing the stairs in an apartment block to stay in the sunlight, and making new friends on each floor. The second, 'Swimming upstream', shows two friends running the New York marathon in the wrong direction, while dressed as salmon.
Creative agency: RKCR/Y&R
Media agency: Universal McCann.
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