Bacardi Rum: Fate

Everyone has a story. The Bacardi brand and family's story can be summed up with one word: "Untameable." With more than 150 years of uncompromised passion triumphing against extraordinary odds, Bacardi is the rum brand with tales where the truth is better than any fiction. Fearlessly honoring its legacy, the brand with "Irrepressible Spirit" written in its DNA, today announced the launch of "Bacardi Untameable Since 1862," a new global marketing campaign that tells the stories behind Bacardi rum, its origins in Cuba and inspires consumers to embrace life and live boldly to showcase their own "Irrepressible Spirit." Agencies: BETC London & Camp + King, San Francisco.