Marketing and all things related

Now you might think that Bacardi is a brand of spirits, and you would be right. But like all misguided alcoholic beverage companies, Bacardi believes they are a lifestyle, not a beverage. This is very wishful thinking. Alcoholism is a lifestyle, drinking a trendy brand is not. But that said, what happens if Bacardi is not just a beverage company, but becomes a radio station as well? Soon you will be able to listen to Bacardi Radio. This is not radio sponsored by Bacardi, but radio broadcast by Bacardi. According to Advertising Age (free registration required) “Bacardi is launching an ad-free global radio station to be broadcast 24 hours a day via the Internet and cell phones. The spirits marketer claims the venture is the world's first brand-funded online and mobile radio music offering.” And here’s the deal, you have to be 18 or older to listen. Bacardi knows this, see, because listeners give their date of birth and country or origin when they register. So, visit any middle school playground next fall, and tune in on the fun. Kids will be listening to Bacardi Radio on their cell phones.