Bacardi Martini India Ltd is rolling out white rum brand Carta Blanca in new design and packaging beginning May 2002. The spirits company will also unveil a new surrogate brand property called ‘Bacardi Night Shift’ next month, following the successful building of Bacardi Blast.
Says Mr Jeff MacDonald, marketing director, Bacardi Martini India Ltd: ‘‘We’ll double the level of media support for Bacardi Blast. Along with this we will also develop a new property Night Shift, which would be an on-ground party event where select people would be brought together in a social environment. The idea is to retain Bacardi Blast’s values of passion and freedom and give it a more exclusive touch.’’
Bacardi Martini has plans to take the Night Shift initiative to a dozen major towns. The company will also run simultaneously its four-year old surrogate platform Bacardi Blast, under which it undertakes musical nights, to nine cities.
Both Bacardi Blast and Night Shift are India-only surrogate properties.
Commenting on the need for new packaging design for Carta Blanca, Mr MacDonald says: ‘‘The new design (for Carta Blanca) is a global initiative to emphasise the brand’s most premium values and heritage.’’
The company is also reviewing plans to import new products out of a dozen strong brands, including Bacardi Rum and Bombay Sapphire.
The company recently launched a new TVC ‘Be what you wanna be’ for Bacardi Blast. It is looking at running the TVC — created by McCann Erickson in India — to other markets also.