Digital is the rum brand's marketing strategy, majority of media spend. TV ads near live sports. Compliance with strict self-imposed restrictions, audience limits, and ad timing considerations.
Bacardi uses programmatic for custom partnerships with platforms like Snapchat, Spotify, Pinterest, and Meta to ensure brand safety and control targeting by age, demography, and geolocation.
Bacardi avoids advertising on TikTok due to inability to guarantee content only seen by over 21s, prioritizing adherence to legal drinking age restrictions.
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