Bacardi Martini has appointed Borkowski Press and PR on a consumer
branding brief for its premium packaged spirit Bacardi Breezer.
There was no pitch for the account. The appointment was made following a
direct approach by Borkowski’s. The agency has signed a six-month
contract, but Shandwick will continue to work on projects for Bacardi
The account will be led by director Sally Homer, who reports to
assistant brand manager Ayesha Cantrell.
Bacardi Breezer is one of several PPS brands owned by Bacardi Martini,
which also makes V2, Bacardi Rigo and Metz. It was launched five years
ago, and in March a new pounds 4.1 million advertising campaign was
rolled out, based on the ’Latin spirit in everyone’ strapline. The
campaign builds on previous advertising, which shows people in calm,
respectable situations, remembering wild moments in their lives. The ad
campaign is part of a pounds 14 million annual spend on the brand,
although exact fees for the PR account have not been given.
Bacardi Breezer was also the sole sponsor of London Transport over the
millennium celebrations in December 1999.
Originally, a pitch was held for Bacardi Breezer last year, but Bacardi
Martini has used agencies on a project basis only since that time.
Borkowski Press and PR’s previous experience in the drinks market
includes work on United Distillers brands such as Smirnoff Ice, Smirnoff
Red vodka and Gordon’s Gin. However, in January this year, UDV put all
its agencies on three months notice, pending a review.