Bacardi has continued the trend of alcohol marketers using cable networks as a linchpin for new summer campaigns, plugging its signature premium rum on outlets such as ESPN and Comedy Central, as well as FX and TNT.
Bacardi's Grey Goose vodka, Proximo Spirits' 1800 Tequila, Diageo's Ketel One and Fortune Brands' Maker's Mark (Discovery Channel exclusively) also have new efforts.
The new "Bacardi Together" campaign features a spot branded "Inventions," focusing on inventions such as fire that have brought people together through the centuries.
Barcardi, with its well-known bat logo, is also using out-of-home platforms, experiential marketing, digital tactics and a Facebook engagement initiative.
The spot was created by Y&R and uses music from the band Funeral Party.
Barcardi is the midst of a multi-year deal with the NBA to back its Bacardi Gold rum, which includes ads on TNT during NBA games, as the brand is linked with the NBA's summer league.
The Maker's Mark deal marked the first national TV campaign for the brand as it airs on Discovery Channel.
Ketel One's new $9 million effort includes a trio of spots with a "Gentlemen, This is Vodka." tag and from director David O. Russell, who has worked on films such as "The Fighter."