In an attempt to challenge vodka as the default white spirit of the youth, Bacardi Rum is launching a new television advertisement and a "Latin Quarter" marketing campaign worth over £12m (US$17.4m).

Starring footballer and Lock Stock & Two Smoking Barrels film star Vinnie Jones, the new television execution hit UK TV screens nationwide last week across all channels

Entitled 'Ice', the advertisement shows a giant block of ice falling off the back of a lorry and careering out of control followed by Vinnie Jones. The ice then smashes into smithereens at a house party in the 'Latin Quarter' where Jones takes in the party atmosphere with a Bacardi in hand.

The advertisement will also be supported by an above the line marketing campaign echoing the 'Latin Quarter' party atmosphere as seen in the advertisement.

This includes a website complete with a 2000 strong database of UK venues. Bacardi has also teamed up with Capital FM radio and their associated regional stations in a hunt to find a star and showbiz reporter, to be known as the Bacardi VIP.

This is the beginning of a campaign to move Bacardi back into the core reportoire of 18-to 25-year-olds.

Marie Carter, senior trade marketing manager for Bacardi-Martini said: "Many consumers do not necessarily consider Bacardi Rum to be in their core reportoire of drinks.

"We are confident that this new TV execution and associated Latin Quarter campaign will help update peoples' perceptions by demonstrating the sociable, party characteristics of Bacardi and thereby taking it to a new generation of drinkers," she added.