Bacardi has launched a global multi-media advertising campaign entitled "Spirit of Bacardi".

The campaign will feature a TV platform, out-of-home advertising, digital, cinema, print and promotional support, with the first instalment entitled "The Island", the company said yesterday (12 October).

The commercial shows a group of young (21+) adults who escape their ordinary day by boat and build their own island, creating "a unique adventure", Bacardi said.

"The campaign is centred on the desire to get together with friends and create rewarding and memorable experiences," said Monsell Darville, vice president, managing director, Bacardi rums. "This is a very relevant message to our target consumer and one that seamlessly connects with Bacardi rum's global brand values."

The spot will run in markets around the world, first breaking in the US this month, Puerto Rico, Germany, and then the Netherlands and Canada. Other markets will follow, the company said.

The US portion of the global campaign includes a "multi-million dollar" spend from October to December.

"Island" will be supported by public relations and a digital campaign including iPhone/iPod downloads, Facebook and Twitter campaigns as well YouTube.

Bacardi last week announced 42 job cuts in New Zealand after confirming that Lion Nathan will distribute its products in the country from next month.