Bacardi USA, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands
Introduced in 1862, Bacardi is one of the best selling brands of Rum enjoyed worldwide. This is the U.S. arm of Bacardi Limited, the Bermuda-based distributor whose brand portfolio includes many well-known whiskeys, gins, liqueurs, and wines. Bacardi Limited is the largest private, family-owned spirits company in the world.
|Main Telephone||(305) 573-8511|
|Main Fax||(305) 576-1235|
Bacardi USA, Inc. ContactsContacts (5/50)
|K.C. K.||Chief Communications Officer||FL|
Sample of Associated Brands
|Michael D.||Chief Executive Officer||FL|
|Peter C.||President - North America||FL|
|Hector O.||Senior Vice President, Strategic Planning||FL|
|Mauricio V.||Senior Vice President, Commercial||FL|
|Bacardi USA, Inc.||******|
|*******||**** *********||AOR - creative, digital, media buying & planning||2015||present|
|*******||***||AOR - digital, media buying & planning, social||2015||present|
|******* ***||**** *********||Creative||2015||present|
|******* ***||***||Media Buying, Media Planning, Social||2015||present|
|******* **** ******||***||Media Buying, Media Planning, Social||2015||present|
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Millennial Media Opps: Grey Goose debuts holiday campaign to engage younger consumers
Subject: TV, digital, social media, outdoor, experiential
Brand: Bacardi, USA Inc.
Opportunity: While it may not be another over-the-top movie night in the sky, which was creative shop here), Grey Goose has launched its latest work with the Omnicom shop. The stylish new holiday spot, titled "Lumière," (see above) features a couple attending a New Year's party organizing an amazing light display in the woods around their hosts' home. While the new spot doesn't have an airship this time, Goose was still able to tie in its signature "Fly Beyond" tag by using a small plane to drape the lights across landscape. Since the normal party goer typically doesn't have a private plane to string lights across a forest, the spot aims to position Grey Goose as the obvious alternative, encouraging guests to "bring something extraordinary."
Keep in mind that Grey Goose's ad spend is typically concentrated in the back half of the year, so look for spending to be on the rise through Q4. Already, $597,515 has been spent on the new ad since it launched on Halloween, much higher than the $5,918 spent on its holiday spot in 2015, according to iSpot,
With that said, LDA millennial focused sellers should keep going after these larger traditional and digital ad budgets through next year.
Media Spend: According to Kantar Media, Grey Goose spent $15.8 million on measured media in 2015, up $1.7 million from the year before. About 80% of last year's budget supported broadcast, primarily cable TV buys. Aside from broadcast, the remaining 20% of budget went to magazines, digital and out-of-home.
Digital Breakdown: Since January, Grey Goose has spent $1 million on desktop ads, $37,100 on mobile ads and $145,200 on video ads. All of the desktop and mobile ads were placed site direct, while video ads were placed 62% site direct, 32% DSP, 2% ad network and 4% unknown, Pathmatics reports.
Top desktop and mobile ad destinations include espn.com, vanityfair.com (Condé Nast) and nba.com (Turner Digital), while top video ad destinations include hollywoodreporter.com, qz.com, salon.com and pagesix.com.
In comparison to the same period in 2015, the brand spent $1.1 million on desktop ads, $130,400 on mobile ads, $381,100 on video ads. Ads for all three channels were placed 99% site direct.
2701 Lejuene Road
Coral Gables, FL 33134
Senior Brand Manager