Leo Burnett sweeps Bacardi portfolio

The business, which moves from Rediffusion DY&R, is estimated to be worth Rs 40-45 crore

Following a multi-agency pitch, Leo Burnett has won the creative duties for Bacardi Martini India. This win includes the entire portfolio of brands, including Bacardi White Rum, Bacardi Dark Rum, Grey Goose vodka, Bombay Sapphire gin and Dewar’s Scotch whisky. The company’s premium vodka brand, Vodka Eristoff, is being test marketed in Bangalore, and will be rolled out nationally in a few months. This brand will also be in Leo Burnett’s custody.

The size of the business is pegged in the region of Rs 40-45 crore. The incumbent was Rediffusion DY&R. This win by the Delhi branch of the agency follows the appointment of Samir Gangahar as its executive director.

Arvind Sharma

Arvind Sharma, chairman and CEO, Leo Burnett, says, “The company plans to step up its presence and market share, keeping pace with the fast growing economy. Apart from the surrogate advertising that can be done, we are contemplating various below-the-line activities that can be taken up. We are looking at a release for the brand sometime next month.”

Bipin Narang, head, marketing, Bacardi Martini, India, reveals, “Our focus will be on fuelling our growth in India, while promoting responsible drinking. We chose Leo Burnett based on their appreciation of our challenges and their innovative approach. We wanted to partner someone who could genuinely collaborate with us in meeting our business objectives.”

In India, Bacardi is the clear leader in the premium white rum market with Bacardi White Rum as also in the ready-to-drink alcoholic beverage market with the popular Bacardi Breezer. The company’s vodka brand, Grey Goose, is a $400 billion brand internationally. Dewar’s Scotch competes against Chivas Regal and Johnny Walker Black Label. The company operates in the luxury segment of the alcoholic beverages market.

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