Bacardi
I have to admit Bacardi Superior and Diet Coke is my drink of choice. I am the epitome of brand loyal when it comes down to it. And perhaps, back in the day it was subconsciously their advertisements that got me interested in their rum.
Just recently Bacardi has come out with a number of ads focused directly at Bacardi and Diet Coke. In the beginning it started as a pitch for what a low calorie drink it was, at only 60 calories per shot. However, they soon turned away from this aspect and leaned more towards the humorous aspect in their TV ads. The humor they use is effective and definitely stays on the mind of the consumer. One of their most funny ads was of the two men: Bacardi and Cola at a party, a girl approaches them whose name they’ve most obviously forgotten. She looks a little turned off when they start just randomly naming names but eventually they get it, and as if nothing had happened she said “yeah Veronica, that’s right!” and smiles, the two men clink their glasses. It’s funny because it’s a real world situation; people forget names all the time. However, in the real world you could never get away with just running off names until you said the right one, this commercial might also exemplify how drinking Bacardi can give you power to attempt what the two men did in the commercial. In deed, most all of Bacardi’s TV commercials focus on the social aspect of their product. Another effective and comical one is the one that portrays the life of a guy who is a fly and he only has 24 hours to live, it can be seen at: http://www.visit4info.com/details.cfm?adid=18020 and shows him in various different social settings. This commercial also exemplifies how Bacardi often pushes the night as going on forever, that you’re having so much fun drinking their product you don’t want the night to end.
All in all I think their commercials are successful in targeting the younger working market, such as people just out of college in their 20s or early 30s.
The other thing that they really have going for them is their recognizable logo, the bat, as seen below, can be recognized by almost anyone, drinker or not. This can help when consumers are unsure of what brand they want, and because Bacardi is most likely in their evoked set on account of these ads and their log, they will probably buy it.
Just recently Bacardi has come out with a number of ads focused directly at Bacardi and Diet Coke. In the beginning it started as a pitch for what a low calorie drink it was, at only 60 calories per shot. However, they soon turned away from this aspect and leaned more towards the humorous aspect in their TV ads. The humor they use is effective and definitely stays on the mind of the consumer. One of their most funny ads was of the two men: Bacardi and Cola at a party, a girl approaches them whose name they’ve most obviously forgotten. She looks a little turned off when they start just randomly naming names but eventually they get it, and as if nothing had happened she said “yeah Veronica, that’s right!” and smiles, the two men clink their glasses. It’s funny because it’s a real world situation; people forget names all the time. However, in the real world you could never get away with just running off names until you said the right one, this commercial might also exemplify how drinking Bacardi can give you power to attempt what the two men did in the commercial. In deed, most all of Bacardi’s TV commercials focus on the social aspect of their product. Another effective and comical one is the one that portrays the life of a guy who is a fly and he only has 24 hours to live, it can be seen at: http://www.visit4info.com/details.cfm?adid=18020 and shows him in various different social settings. This commercial also exemplifies how Bacardi often pushes the night as going on forever, that you’re having so much fun drinking their product you don’t want the night to end.
All in all I think their commercials are successful in targeting the younger working market, such as people just out of college in their 20s or early 30s.
The other thing that they really have going for them is their recognizable logo, the bat, as seen below, can be recognized by almost anyone, drinker or not. This can help when consumers are unsure of what brand they want, and because Bacardi is most likely in their evoked set on account of these ads and their log, they will probably buy it.
posted by Casey Cole at 10:57 PM
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