Johannes Leonardo

150TH Anniversary

The world’s oldest rum brand with a story to tell.

Parties have kept our spirits alive for over 150 years.

The 150TH campaign served as a retrospective, aimed at showcasing Bacardi’s historic role in starting legendary parties; a toast to the brand’s past before we move forward and introduce its present and future.

Three 90-second videos celebrated the 150 years since Don Facundo Bacardi Masso founded Bacardi in Santiago de Cuba in 1862 and effectively revolutionized the spirits industry by creating the first smooth, light-bodied rum.

The narrative begins in 1862 with the creation of the iconic bat logo, then transitions to the birth of the famous Cuba Libre after the Spanish American War, and lastly, re-enacts Prohibition in 1919 as droves of Americans visited Cuba to “bathe in Bacardi.”

The videos were complemented by a print and OOH advertising campaign shot with acclaimed photographer Ellen von Unwerth, carrying the headline, “History’s Supposed to Be Boring. Nobody Told Us.” – which rolled out nationwide and in publications including GQ, The New Yorker, Rolling Stone, and more.


One of Bacardi’s most anticipated product launches in years: OakHeart Spiced Rum.

In September of 2012, Bacardi launched Oakheart, its entrant into the spiced rum category, going head-to-head with Diageo’s Captain Morgan Spiced Rum. The challenge was to leverage the heritage of Bacardi’s distillation craft in a way that delivered on the brand’s adventurous spirit. An idea that would break through, spark trial, and ultimately inspire loyalty was needed. The launch campaign, including TVC, OOH and digital performed so well in test markets, the brand committed to extensive media investment across the US, launching what would become a critical pillar in the Bacardi brand portfolio.