Winter Summerland
by Ellis Cochrane
Wish you could escape the chill of winter to find yourself in a warm and sunny tropical paradise?
Iconic rum brand BACARDÍ is kicking off the festive season and bringing island warmth to the cold winter months thanks to their 2021 holiday campaign. The first in years for the brand, they’ve instigated a three pronged approach, starting with a series of “Winter Summerland” video spots.
Comprising three fifteen-second vignettes, the ads will run everywhere from social media to Soundcloud and iHeart Radio, as well as on an epic hour-long showcase across the iconic Times Square billboards; and convey how sipping on a BACARDÍ cocktail can inspire a Caribbean summer state of mind, no matter the time of year.
Allow yourself to be transported from a snow-covered ski ‘Chalet’; a cluster of ‘Ice Domes’ on a white powdery beach; and a forest of pine ‘Trees’ buried in fresh snow – to a colourful beach dotted with palm trees, hammocks, beach umbrellas and vacation revellers as the catchy “Sound of Rum” begins to boom.
Appearing in all three vignettes, the stylish and vibrantly-dressed bartender-come-DJ uses his thumping beats to shake up the festive season. With each snowy holiday scene revealing sun and fun underneath it.
BACARDÍ is also teaming up with California-based loungewear brand Aviator Nation to launch a limited-edition apparel collection that will allow you to embrace the relaxed island vibes regardless of where you’re celebrating the holidays this year. Whether you’re spending the festive period cosied up by the fire or out embracing the weather, whatever that may be, the zip-up hoodie, joggers and trucker hat blend the identities of the two brands seamlessly and are available to purchase from Shop.Bacardi.com.
To top off the trio of festive announcements, the fan-favourite ready-to-serve BACARDÍ Coquito Coconut Cream Liqueur returns in perfect time for the celebratory season. A tropical take on the holiday tipple eggnog, allow yourself to be carried away by the sweet spirit.
Global Senior Vice President for BACARDÍ rum, Ned Duggan, confirmed;
“Following this past year, BACARDÍ knew this was the perfect moment to unveil something a bit unexpected – a holiday campaign to close out 2021 with a snowy, yet delightfully cheerful and sunny, ‘Winter Summerland.’ This new campaign is meant to instill a sense of spontaneity into the holidays, reinventing how we approach the holiday season. We hope this new campaign sparks joy and inspires people to consider rum with their loved ones as they celebrate...”
Speaking of the past year, we previously sat down with BACARDÍ Rum’s Global Brand Director, Fabio Ruffet, to learn how BACARDÍ went about navigating brand building during the pandemic earlier in the year. Read more of that in our June 2021 issue.