• by Gavin O'Malley  @mp_gavin, October 13, 2009

Life's but a celebration and should be enjoyed to its fullest, according to a multichannel ad campaign launched Tuesday by Rum maker Bacardi.

Slated to run through December, the U.S. portion of the global campaign includes a multimillion-dollar spend, according to Monsell Darville, vice president and managing director at Bacardi rums.

Created by Young & Rubicam Advertising, the new "Spirit of Bacardi" campaign is centered on good friends and good times. "This is a very relevant message to our target consumer," said Darville.

"Island," the first stage of the campaign, is being supported at launch with a heavy public relations and digital campaign to drive trade and consumer awareness. Digital elements include iPhone and iPod downloads and Facebook and Twitter campaigns, as well as YouTube.

The broader campaign features a TV platform, out-of-home advertising, digital, cinema, print and strong public relations support.

While alcoholic beverages are often perceived to be recession-proof, spirits have not been immune to the economic downturn. Indeed, more than one-third of consumers reported going to bars or clubs less often, according to data released by The Nielsen Company in May.

What's more, over 75% of consumers said they had no plans to change their spending habits when the recession lifts -- and in particular, just 21% said they would increase spending on spirits, according to Nielsen.

WPP Group's Y&R has handled global creative duties for select Bacardi rums brands since 2005, most recently adding global creative duties on Bacardi Flavors and Bacardi Gold Rum late last year.

The "Island" features a group of hip and "spirited" adults who have escaped to paradise. Directed by Sam Brown, "Island" was shot at the Mediterranean Film Studios in Malta. The spot will run in markets around the world, first breaking in the U.S., Puerto Rico, and Germany, and then The Netherlands and Canada.