BACARDI announced that they teamed up with actress Busy Philipps, best known for her work on the CW's drama "Dawson's Creek" and more recently on ABC's comedy "Cougar Town," as spokesperson to reveal their low-calorie rum line, BACARDI Classic Cocktails Light.
The new line of alcoholic drinks will be less than 95 calories per 4-ounce drink, stated the press release issued by BACARDI on Wednesday, and come in the Pina Colada and Mojito, made from natural flavors, real juice and pure cane sugar. BACARDI noted that the advantage of the new mix line was that it saved time in that the cocktail mixes were already premixed in the bottled sets and ready to serve.
"Premixed cocktails have become a staple behind the bar - especially for home entertainers," Toby Whitmoyer, vice president and brand managing director, rum category, at Bacardi U.S.A, stated for the press release. "Two of the most popular cocktails from our BACARDI Classic Cocktails line are the Pina Colada and the Mojito. Quality-wise, this product fits right in on the shelf next to the other BACARDI rums, but we also look forward to attracting new consumers, who are looking for a low-calorie, ready-to-serve option with BACARDI Classic Cocktails Light."
Philipps' appeal toward the drink, which will be available in 750ml and 1.75 liter bottles, came from having a ready-made and diet-friendly cocktail on hand for parties and social gatherings. The actress said that the BACARDI Classic Cocktails Light drinks saved her time and energy during her "busy and eclectic life," between the mixtures already pre-made and ready-to-serve, and its low-calorie guarantee.
"Between taking care of my family and filming, time gets tight and party-planning can be stressful. BACARDI Classic Cocktails Light is going to be my savior. It's like having a live-in bartender; one less thing to get done before the doorbell starts ringing," Philipps said for the press release. "Plus they're tasty and low-calorie - it's the beginning of a beautiful friendship!"
The campaign to launch the new cocktail began in mid-May and will continue through September, advertising primarily in entertainment and women's lifestyle print media, as well as in 22 select markets in states like New York, California, Florida, Illinois, Nevada, Missouri, Massachusetts, Maryland, Virginia, Michigan, Rhode Island, Minnesota, Colorado, South Carolina, and Texas, according to the press release.
"Busy Philipps is an ideal fit for this product," Whitmoyer was quoted as saying for the press release. "In addition to the advertising campaign, Busy will be a big part of our summer social media plans, showing fans via Facebook, Twitter, and Pinterest how she hosts big summer weekend parties with the help of BACARDI Classic Cocktails Light."
