Bacardi is increasingly focusing on digital media to communicate with its target audience of 18 to 24-year olds.
The brand is spending four times more on digital this year than in 2010,with 20 per cent of the marketing budget now going towards its online arm. Bacardi is launching a global multimedia campaign, called Bacardi Together, this week. It will use social media to encourage fans of the brand to get together in the real world.
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