Bacardi Connects Consumers Through "Like It Live, Like It Together" Experience

CORAL GABLES, Fla. -- Bacardi – the world's best-selling and most awarded premium rum – announces the launch of "Like It Live, Like It Together" as part of its "Bacardi Together" campaign. The iconic rum brand will bring people together by turning consumers' online "Likes" expressed through Facebook into real life experiences for thousands of fans at events to be held in New York on June 13 and Las Vegas on June 15.

"Like It Live, Like It Together" provides a rich framework that brings to life people, places and experiences relevant to Bacardi consumers along with great Bacardi cocktails. The library of Facebook 'Likes' provides an all-powerful voting mechanism that empowers consumers to voice their choice and have Bacardi bring their winning "Likes" to life. Last month, Bacardi made tickets available to win through its Facebook fan page and because of the overwhelming number of ticket entries, Bacardi has made an additional 500 tickets available for fans. To enter for a chance to win, visit the Bacardi Facebook page at beginning at 1 p.m. today.

Since 1862, Bacardi has facilitated human connections and has become recognized as the world's most mixable and most sociable spirit. Don Facundo Bacardi Masso revolutionized the world of spirits by creating the first aged white rum, so smooth everyone could enjoy. Later Bacardi rum would inspire the creation of drinks like the Mojito, Cuba Libre, Daiquiri and the Pina Colada, giving people the opportunity to come together and share experiences over great cocktails.

"For nearly 150 years, Bacardi has been bringing great cocktails and people together to celebrate life. Bacardi 'Like It Live, Like It Together' is the modern-day execution of that philosophy," said Toby Whitmoyer, vice president and category managing director, rum. "Bacardi 'Like It Live, Like It Together' is the ultimate celebration that brings to life a selection of the top interests identified by our consumers and their friends."

"Like It Live, Like It Together" New York and Las Vegas events will feature larger than life "Likes" as voted by consumers. Facebook "Like" categories include cocktails, music, food, leisure activities and entertainment.

A preview "Like It Live, Like It Together" event featuring a performance by award-winning rap artist Nas, New York leading mixmaster DJ Envy and an outrageous presentation of the top "Likes", will be held in New York's Gansevoort Plaza (9th Ave & Gansevoort Street) in the Meatpacking District on Thursday, June 2 at noon. High-profile musical talent for the New York and Vegas "Like It Live, Like It Together" events will be announced.

Earlier this month, "Bacardi Together" outdoor and digital media executions launched in key metro markets including New York, Los Angeles, Miami, Las Vegas, Dallas, Minneapolis and Chicago. The message, "Mixes well with others," further communicates the BACARDI point of view of getting people together – over a great cocktail made with Bacardi. In addition, the brand unveiled a new 30-second television spot titled "Inventions," which demonstrates that for years many things have been invented to help people get together, including BACARDI. The spot will run in primetime on national cable networks throughout the summer on top sports and entertainment outlets such as ESPN, SPIKE, Comedy Central, FX, TBS and TNT.

The "Like It Live, Like It Together" Facebook ticket contest ends at 11:59 p.m. EDT on June 5, 2011 and is open to U.S. residents 21 years of age or older (excluding California, Rhode Island and Utah).


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