Rum ads aim for an image makeover

02/18/2010 | NYTimes.com

Rums of Puerto Rico, a government-owned corporation that markets Bacardi, Don Q, Palo Viejo and Ron Llave rums, among others, has kicked off a print, TV and outdoor campaign with the tagline "A reflection of who you are." The campaign, by Key Integrated Solutions in Puerto Rico, aims to revise rum's party image, targeting young professionals at New York Fashion Week and through a rum bar at Madison Square Garden.

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