A fresh global advertising push for Bacardi will begin in two weeks as the rum brand looks to lure consumers from spirits rivals including Smirnoff and Jack Daniel's.

The GBP8m (US$14.9m) campaign, dubbed "You In?" starts on 1 August and attempts to position Bacardi as a "free-spirited" brand. The campaign will include outdoor advertising for Bacardi and will see two ads hit TV and cinema screens throughout the month and into the autumn.

Sharon Reid, marketing manager for Bacardi at Bacardi Brown-Forman brands, said today (21 July) that the "You In?" campaign would promote the brand's "free-spirited attitude to life".

She said: "The Latin Quarter campaign tended to eclipse the brand's credentials of free-spiritedness. This campaign takes Bacardi into wider territory. Most brands talk down to people but 'You In?' is all about talking to people and connecting with people."

The "You In?" campaign is also set to include a heavy interactive element. Satellite viewers in the UK will be provided with the chance to access interactive content promoting the campaign and the chance to win tickets for music festivals next summer. The Bacardi website - www.bacardi.co.uk - will also be relaunched, Reid said.

She added: "In that context, the 'You in?' idea on the ads is a call to action for consumers to register on the site and get involved."