Bacardi has deep pride in their family’s history and authenticity. They have overcome adversity throughout it’s time to become a product that is bigger and bolder today. Developed in Cuba, it is enriched by the spirit of it’s culture. Through ads, this spirit is demonstrated and highlighted with dance and movement. Bacardi’s family pride and it’s triumph over hard times is portrayed through the infinity sign, representing it’s staying power, that is also displayed on the product using the number 8.