• May 24, 2013

Bacardi has launched a new marketing campaign, “Vivimos,” in celebration of the brand’s storied origins in Cuba. The company was a pioneer in rum-making and key player in Cuba’s fight for independence starting, in the late 1800s. The new campaign will reinforce the brand’s heritage. The campaign’s TV and digital films were directed by filmmaker Jake Scott and depict stories that were inspired by actual historical events that shaped the brand. The television spot “Cuba Libre” takes place during a time of political unrest in Cuba in the late-19th century, when the country was fighting for freedom from Spain. Scott used this historical backdrop to shape his story on the Cuba Libre, commonly called Bacardi and cola.