Bacardi Breezer updates bottles in £3m revamp

Bacardi Breezer is trying to shake off its alcopop image with a £3m relaunch that will include a packaging revamp and a TV ad campaign.

The overhaul, part of the brand's £15m marketing support for 2004, will give clearer differentiation between flavours. The redesigned bottle is intended to give the brand a more premium feel, but will retain the Bacardi bat logo.

The brand's ad campaign, created by McCann-Erickson, will return to TV in July to support the relaunch. It will run until the end of the year, coinciding with an extensive direct mail campaign.

Bacardi is also introducing a 70cl bottle for the summer months. The bigger size makes it suitable for sharing and will be available in the brand's three bestselling flavours: orange, watermelon and pineapple, which account for 66% of total Bacardi Breezer sales.

Bacardi announced earlier this year that it was venturing outside the drinks market by launching a clothing range (Marketing, 12 February).

The line, which comprises T-shirts, bags and trainers, was launched in April in conjunction with urban label Religion and retro sportswear brand Gola.

Bacardi Breezer's retail value in the UK is £240m, placing it second to Smirnoff Ice in the ready-to-drink market.

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