The new push created specifically for China by local agency Red-dot follows the airing of a TVC created in the UK two years ago which played well with audiences in Beijing and Shanghai but was less favoured in other parts of the country.
The new ads distilled the original idea of a free spirt inside everyone portrayed in the TV ad, in which a woman revealed her inner party animal by giving answers with a double meaning in a job interview, with a series of sensous close-ups of faces where the eye has been slightly altered, the pupil taking the shape of Bacardi's trademark bat symbol and the iris shaded to reflect different flavours of the drink.
The images will run in nightclubs and bars across China and on an outdoor campaign in Beijing. "Bacardi Breezer's strategy is that life has two sides, daily life and the real you," said Drew Nuland, Bacardi's China MD.
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