Bacardi plays on brand's sensuality

Petrecca, Laura
May 1999
Advertising Age;5/3/1999, Vol. 70 Issue 19, p3
Trade Publication
Focuses on Bacardi-Martini USA, which is trying to gain consumer interest in its Disaronno amaretto brand with an advertising campaign from McKinney & Silver. The image evoking sensuality and the amaretto's Italian heritage; Print and outdoor ads; How Disaronno will be targeted at the homosexual community.


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