The ‘Latin Spirit in Everyone’ campaign was one of the earliest cross media campaigns and ran for 5 years in 15 markets around the world. In the UK alone Bacardi Breezer grew to a brand worth £500,000,000 a year in sales and reignited the all but dead alcopops market.
The idea behind the campaign was based on the notion of dual personalities. It drew a parallel between Bacardi Breezer which looked colourful, sweet and innocent on the outside, but was actually quite strong containing a shot and a half of Bacardi rum (the Latin spirit) and people who in their day time persona outwardly appear to be responsible and conservative, but are really wild part animals at heart.
‘Tomcat’ took the original ‘Latin Sprit in Everyone’ campaign in a fresh and totally integrated direction. The campaign featured a cat who was at home with his old lady by day, but demonstrated his Latin spirit by tomcatting around at night. The insight was centred around the idea that cats seem to lead double lives, so who better to become the Breezer spokesperson than Tomcat, he became a star in his own right and the brand reached even greater heights in sales, winning lots of awards including the UK’s ‘Advertising Campaign of the Year’ in 2002.