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Bacardi has unveiled its latest global advertising campaign for its namesake white rum brand. 

“Untameable”, which includes the TV ad “Procession”, will launch in the US and Mexico on Wednesday (20 November), Bacardi announced today. It will roll out in India and Australia next month before hitting all other markets in spring next year. 

The campaign uses snapshots of the history of the Bacardi family, which started the company in 1862, such as natural disasters, the Cuban revolution and exile to the US. It is designed to engage millennial consumers, Bacardi said.

“Taking a global creative approach with the campaign allows us to focus all of our marketing resources against a single powerful idea; an idea that's completely ownable to Bacardi (rum) as it is rooted in the brand's history,” said Dmitry Ivanov, Bacardi's senior global rums category director. 

As well as the TV ads, the campaign will feature outdoor billboard, print and digital executions, Bacardi said.

A company spokesperson told just-drinks today the ads will be available online in other regions as they launch on TV.

To read an exclusive just-drinks interview with Bacardi's CEO, Ed Shirley, click here.