Trying to generate meaning

The history of rum is inseparably linked to the sea. While Captain Morgan capitalizes on the history of pirates and rum, Barcardi has evolved to associate the drink with a more distinguished image. The publicities of captain morgan tend to focus more on funny situations that sometimes includes Captain Morgan the character while Bacardi presents its products as being chic and classy. This is a perfect example of two brands selling a similar product that uses opposite signification to advertise. They both refer to tradition but in a different way. Barcardi uses tradition to illustrate the expertise and the sophistication of the brand. Captain Morgan uses tradition to illustrate that they kept the roots of the liquor but with a humorist touch. Hence, Captain Morgan sells dark and spicy rums, darker rums are often associated more with authenticity and legacy. Bacardi also sells dark rums, but their ads campaigns mostly focus on white rum based products. (Overall, dark rum sales are declining while white rum sales are rising.)

The brands are more symbolic than functional. The competition is very intense in the alcohol industry and companies have to find a way to differentiate themselves among others. Despite the new flavours, these brands focus on emotions to sell. They are trying to generate a meaning that talks to people. The sociocultural aspect is important.  Despite the fact that they focus on different aspects in their advertisement, Bacardi and Captain Morgan are both trying to associate their products with a lifestyle; partying, having fun, being with friends.