The New York Times recently published an article entitled “ Quality Time, Redefined” about the strain that constant WiFi access and cell phone usage is putting on family togetherness. Bacardi’s new Together campaign focuses on bringing back real human connections. We interviewed Jeff Macdonald , Bacardi’s Global Brand Director, for an exclusive look behind the scenes of the campaign.
On February 4, 2012, Bacardi, founded in Santiago de Cuba in 1862, celebrates its 150th anniversary. The family business was the lifelong dream of one man who wanted to make a strong drink, in this case rum, more refined nigeria phone number list He revolutionized the industry by deliberately preserving and carefully blending rum to achieve an extra smooth taste. Over the years, the family business has faced many obstacles, including bankruptcy, earthquakes and Cuba's fight for independence from Spain. Bacardi even had to endure the confiscation of the company when the Castro regime came to power in Cuba, and also had to deal with illegality during the Prohibition in the US.
“The authentic core values of freedom and passion for life, best enjoyed in the company of others, remain at the heart of the Bacardi brand,” says Macdonald. “We translated this archetype of social liberator into the new campaign for the brand: ‘Bacardi Brings People Together.’ Be free, spread your wings and enjoy life together in a social way.”