Tuesday, April 13, 2010

Bacardi Variety Leverages Facebook, Mobile

Bacardi is aggressively leveraging digital/mobile -- and Facebook, in particular -- for the launch of its new Torched Cherry infused variety, which hits shelves nationwide this month.

The integrated campaign for Torched Cherry, which combines the flavors of Barbados cherries and Torch Plant aloe, includes national print advertising (consumer and trade), public relations, on-premises and in-store promotions (including tasting strips and product sampling, where legally allowed). The creative came from the Moosylvania agency.

Facebook plays a central role in the strategy, tying in with mobile and other online elements, reports Jason Dyke, senior brand manager of Bacardi Flavored Rums.

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