La Martiniquaise-Bardinet will roll out the Negrita campaign this year

French spirits company La Martiniquaise-Bardinet will roll out a global advertising campaign for its Negrita Rhum range this year. 

The activation, called 'Friendly Caribbean', will include digital, print and TV advertising. Financial details behind the investment were not disclosed. 

The range includes a gold, white and spiced rum. 

"Each image evokes smiles, laughter and precious moments shared with loved-ones, that 'Friendly Caribbean' atmosphere that can be emulated whether you're enjoying Negrita in Finland or Mexico," said brand manager Marion Divaret. "That's the message we were aiming for - that you can be sipping Negrita anywhere in the world and still feel that happy, enveloping glow of Caribbean Friendliness."

The company said the adverts would appear in "several countries by the end of 2016", without giving further details. 

Last month, La Martiniquaise-Bardinet launched a limited-edition bottle for its Gibson's gin brand. The new pack, entitled 'So Jean', features a front label that contains denim fabric. 

To read just-drinks' Rum Essentials guide, click here