the f word
i took the liberty of posting the WHOLE note. if that offends, i apologize most sincerely
digital) did NOT have to run ANYTHING by SOMEONE at i do wish to say it is VERY hard indeed for me to believe an ad agency (in this case mccannbacardi. i have never in my life heard of such a thing. an ad agency given free reign without having to report back to anyone? hmmmmmmmm again
practices are full of shite! no one in their right mind would run a company (the size of if i am wrong, well then, i apologize to bacardi. i would also like to then tell bacardi their bid-nezbacardi that is) and not insist upon accountability - insist on seeing the designs their ad company came up with.
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...........We wish to thank all of you who have written us about a past promotional campaign for Bacardi Breezer.
As a Company and as individuals we are also angered and dismayed that such a campaign was ever created and we have taken immediate action to stop it as it violated our stringent global marketing principles that we firmly support.
By way of explanation, but by no means an excuse, Bacardi never sponsored nor developed this promotion. But we understand it is our brand and our reputation and you are our consumers. We are also embarrassed that we didn’t catch this breach sooner. We have been urgently looking into this matter to make sure this type of activity is never repeated.
What we do know is that a third-party developed and activated this brief campaign in one small market more than a year ago without our clearance. When we discovered this promotion, we instructed our distributor to shut it down as it did not comply with our global marketing standards. We are now urgently looking into the reasons why this program was recently reposted on the internet. In markets where Bacardi does not have a corporate presence, we are represented by third parties; in this case a distributor and its advertising agency, but they must adhere to our stringent marketing principles, which clearly this campaign did not.
When Bacardi found out about this recent reposting, we immediately notified the agency and distributor to shutdown the website.
Bacardi proudly celebrates diversity and we do not endorse the views of this site or the campaign, as it is offensive and completely inappropriate. We sincerely apologize to anyone who was offended by this campaign and thank you, our consumers for bringing it to our attention.
Sincerely,
Bacardi Limited.........
ok ok ok, i posted the above before reading the below part. i am posting THE FOLLOWING COMMENT in it's entirety as well. if i offend anyone (from the f word or the author of the following comment) i again, most sincerely apologize
................mamaV of mamaVISION blog said:
Hi Rachael: This letter is total and complete B.S!
That renegade agency submitted the Ugly Girlfriend Campaign as their best work to The Cannes International Advertising Festival. Then, they were airheaded enough to twitter about it…hello?
I thought you may be interested in my message back to Hillman that I posted on ShapelyProse:
Mr. Hillman: How did the Bacardi “affiliate” retain McCann Digital for this campaign?
McCann Digital is a highly respected agency, I find it hard to believe they would proceed on any campaign of this magnitude on behalf of an “affiliate” that did not have permission to do so.
Further, McCann Digital Israel is quite proud of this campaign, seeing that they submitted it to The Cannes Lions International Advertising Festival which is going on as we speak.
Do you intend to allow this renegade “affiliate” to tarnish Bacardi’s brand image in this way?
Finally, does Corporate intend on submitting a statement of apology on this campaign, or are they asking you as the publicist to handle the uproar?
mV
PS Perhaps you and McCann Digital Israel should stay off twitter for the time being…your tweets don’t sit too well when the McCann is bragging about the campaign as you are apologizing for it. More here; http://bit.ly/aPsO...............
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