Bacardi to undergo global rebrand with Young & Rubicam

Packaging, digital, and all other design and marketing touchpoints for the rum brand are understood to be affected under the project, which is currently believed to be in development. The work is understood to include a new visual identity and altered brand positioning and strategy.

Bacardi was unable to comment at the time of going to press.

Design Week understands that Young & Rubicam’s London office is involved in the project. WPP agency Young & Rubicam won the global Bacardi creative account in 2005, with the global agency’s London and New York offices leading the pitch, according to reports.

Bacardi is a family-run company headquartered in Bermuda and Miami. Its rum brands include Bacardi Superior, created in 1862, Bacardi Oro and Bacardi 8 years old.

UK groups which have worked on the brand in recent years include Fall Off the Wall, which created a digital point-ofsale campaign for Bacardi
in 2009.