Former soccer hard man Vinnie Jones is leading Bacardi's fight with vodka to become the number one white spirit option for young people. The footballer turned movie actor is the star of a new advertising campaign for the brand which goes on TV nationwide from next week on ITV, C4, C5 and satellite. The ad features a giant block of ice which careers through the streets and eventually leads Jones to a house party in the Latin Quarter'. This is the beginning of a £12m campaign through which the company plans move Bacardi back into the repertoire of 18 to 25-year-old drinkers by building on its party credentials. Commercial development controller, Jeremy Paris-Jones said: "Many consumers do not consider Bacardi rum to be in their core range of drinks. "We are confident these ads and the associated Latin Quarter campaign will update people's perceptions and take the brand to a new generation of drinkers." Two further ads will be released in the next few months featuring Jones and the campaign will be backed by a range of additional activity. This includes a web site (www.latinquarter.com) which features club and party venues. The brand has linked with Capital FM and its associated regional radio stations in a competition to find a new star and showbiz reporter to be known as the Bacardi VIP. In addition it is sponsoring club nights and gig guide slots on Capital, Galaxy and Scottish radio networks and the new Ministry of Sound station. An outdoor poster campaign will run at the same time on 40 sites in 11 cities. These have been chosen for their proximity to bars and clubs. To reinforce the Vinnie Jones link Bacardi has signed a five week deal with the Prince Charles cinema in London's Leicester Square which will run a selection of his films and offer complimentary Bacardi. {{DRINKS }}

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