Bacardi reviews global creative amid agency changes

Bacardi Limited has initiated a global creative review for most of its brands, according to multiple industry sources. The review is expected to impact the long-standing partnership with BBDO, which has handled the global creative remit for brands such as Bacardi Rum, Bombay Sapphire Gin, Martini, Dewar’s, and St-Germain for nearly a decade. Both Bacardi and BBDO have declined to comment on the matter.

The liquor giant previously consolidated its creative and media duties with BBDO and Omnicom Media Group in 2015. According to data from COMvergence, Bacardi’s global media spend in 2024 was $225 million, with $91 million allocated to the U.S. market, reflecting a slight decline from $100 million in 2023, as reported by MediaRadar.

Agency Transitions and Market Strategy
The review comes amid broader agency shifts within Bacardi’s portfolio. At the end of 2024, BBH USA took over lead creative duties for Grey Goose, which was previously handled by MullenLowe. Both Grey Goose and another Bacardi brand under review were part of this transition, according to multiple sources. MullenLowe, which won Grey Goose’s creative duties from BBDO in 2023, was not immediately available for comment.

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BBDO’s recent work for Bacardi includes a campaign featuring pop star Camila Cabello, who has signed a multi-year endorsement deal as the face of Bacardi Rum. One of the agency’s recent films showcases Cabello dancing to her song “I LUV IT” as part of the brand’s marketing push.

Additionally, Bacardi launched an additive-free tequila campaign in February, with creative handled by MullenLowe.

Strategic Partnerships and Brand Expansion
Beyond advertising, Bacardi has continued to expand its strategic partnerships. Grey Goose maintains sponsorship deals with the Miami Heat and Los Angeles Clippers, alongside a long-standing partnership with the US Open since 2007. Its signature Honey Deuce cocktail, served during the tournament, generated $12.8 million in sales at the 2024 US Open.