Bacardi has introduced a new packaging design for its Oakheart Genuine Spiced Rum, which was crafted from heavily charred American oak barrels.
The new packaging features a label designed to represent both the Oakheart brand and Americana spirit. The new packaging is targeted to capture the 21+ male groups.
The company said that the a new icon depicts a barrel with flames extending from each end over a pair of crossed axes.
OAKHEART has also announced that the brand will be packaged and positioned to stand alone from Bacardi.
Bacardi North America rums brand director Nadine Iacocca said: “OAKHEART has emerged as a strong contender in the spiced rum category with its own strong identity.
“Created as a tribute to the closest of friends, ‘Heart’ pays homage to the bond between them, while ‘Oak’ is a salute to the strength of this bond.
“The positioning and new packaging is reflective of this spirit and will be brought to life through a US advertising campaign running until December and experiential consumer activations beginning in October and running through March.”
Bacardi said it is also planning to organize several challenges to capture the target group. Additionally, the firm also plans to collaborate with hometown heroes, in the field of sport, in selected US cities, starting
