New brand for Bacardi launched in 1994 successfully but needed to be re-positioned in 1995 to compete with premium packaged cider and lager market. TV and radio, 1995. Unusual strategy of using radio based on weather forecast so ads aired when weather expected to be hot. Off-sales trade increased, sales affected by the weather but also by the advertising. Although expected to take three years payback was estimated within first year. According to Millward Brown brand, company image and awareness all increased with advertising