Bacardi is launching a £12m marketing push to launch its brand purpose ‘Do What Moves You’, which aims to “shine a spotlight on the brand’s belief in the power of self-expression”.

The new global positioning will be rolled out through-the-line, starting with 800 outdoor ads across key cities and university campuses this week. It will run across advertising, partnerships, social and experiential outdoor, with Bacardi Europe’s vice president of marketing Sarah Doyle describing it as a “360-degree, fully integrated campaign.

Sarah Doyle, vice president of marketing for Bacardi Europe, says: “We wanted a new positioning that heralded a new creative direction for the brand so we came up with ‘Do What Moves You’ as the tagline to really bring our ethos to life for our consumers.

“Advertising really need to live in other channels so it’s not just about OOH but it’s about when I go to a festival and I get a cocktail and I see artists how does our brand fit into the consumer’s life.”

The global campaign is launching in North America in tandem with Europe, with TV adverts set to air in the next few months. The majority of the ad spend has been on TVC, partnerships and digital, with music at the core of the campaign.

Given that focus, Bacardi is collaborating with three artists – Giggs, Bugzy Malone and Stefflon Don – as part of an effort to target three major cities: London, Manchester and Birmingham which are the artist home cities respectively.

There will be a content series plus each artist will host a one-off show in their home city. Doyle explains: “We really want to be a part of those cities and really understand them through the…