TV ads in £20m Bacardi spend

Bacardi is launching a new TV and cinema ad campaign as part of a £20 million marketing spend for 2011.

The advertising has a theme around people coming together and will appear on Channel 4, E4, Film 4 and Sky Atlantic for six weeks.

There will also be radio sponsorship on Kiss and 4 Music, plus print, online and outdoor advertising.

The brand will also have a presence at the Rock Ness, Love Box and Big Chill music festivals.

Director of marketing Catherine Archer said: "We're confident it should prove good news for retailers.

"For nearly 150 years, Bacardi has been about bringing people together and our new positioining captures this perfectly."