Barcardi (Part 3)

ADVERTISING

Bacardi has a very classic and elegant image but it does not stop them from having content related to sexuality in their ads. For almost any type of Alcohol, publicity is somehow related to sexuality.

Probably their most original commercial, this one show ”people made of water “dancing and having fun. The comercial very playfull and dynamic and the bartender who is making the drink refers to the idea of a night club where people get together and have fun. The “water boy and girl” reflect the image of physical attractiveness and sexiness that the brand wants to associate with the products.

Another ad refers to the classic and timeless characteristics of the brand. The main character “walks across time” to go get is drink. Again, showing a fun, enjoyable atmosphere since 1862. We get the idea of tradition which suggests quality and authenticity. We also see young women glancing at the main character while he walks across the rooms again suggesting the idea of physical attractiveness and sexiness.

As for the web site, Bacardi is trying to comply with a code of ethic by asking you if you are of legal age to drink alcohol before you can access the website. Then, the first thing you notice is that it is very dynamic. The colors, music and movement remind you, once again of a nightclub but without losing the elegant touch of the brand. The presentation of the products is well designed. They display all their products at the same time. It makes it easy to just click and find out about any of their drinks.