Bacardi Tone of Voice — Free & Spirited

Tagline: "Do What Moves You"

Industry: Spirits

Sector: Food & Beverage

How Bacardi Communicates

Bacardi communicates with a free and spirited voice using liberated language. Their sentences are primarily commands in the present tense. Their messaging is figurative. Their tagline, "Do What Moves You", captures this voice. The central tension in Bacardi's communication is control vs. freedom, which shapes every message they craft. Their mission is to bring people together.

Tone Words

Bacardi's brand voice is defined by the following tone words: Free, Spirited.

Communication Style

  • Language Style: Liberated
  • Sentence Type: Command
  • Tense: Present
  • Expression: Figurative

Bacardi Brand Story

The Bacardi bat represents family heritage and Caribbean spirit. As the worlds largest privately held spirits company, Bacardi owns rum culture.

Brand Message

Rum for free-spirited moments

Brand Mission

Bring people together

Brand Positioning

Core Concept: Caribbean Freedom

Central Tension: Control vs. Freedom

Frequently Asked Questions About Bacardi

What is Bacardi's tone of voice?

Bacardi uses a free, spirited tone of voice. Their communication is liberated, typically using command-style sentences in the present tense. Their tagline "Do What Moves You" exemplifies this voice.

How does Bacardi communicate with customers?

The Bacardi bat represents family heritage and Caribbean spirit. As the worlds largest privately held spirits company, Bacardi owns rum culture.

What is Bacardi's brand message?

Bacardi's core message is about Rum for free-spirited moments. Their concept "Caribbean Freedom" drives their mission: Bring people together.

What makes Bacardi's brand voice unique?

Bacardi stands out through their free, spirited communication style. Their central brand tension — "Control vs. Freedom" — shapes every message they craft in the Food & Beverage sector.

What language style does Bacardi use?

Bacardi uses liberated language with figurative messaging. Their sentences are typically command in structure, using the present tense.