Bacardi has launched a campaign called "Untameable" that focuses on its history of surviving tough events such as Prohibition and its exile from Cuba. The print campaign features copy including "Some men are kicked out of bars, others are kicked out of countries," while its TV spot shows actor Jordi Mollà walking through the company's difficult eras. "We think for millennial consumers, they'll see this as one irrepressible spirit," said Bacardi Global Brands' chief marketer, Andy Gibson.

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