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Pop star Camila Cabello partners with Bacardí
Bacardí rum has announced a partnership with pop star Camila Cabello through its ‘Do What Moves You’ campaign.
In the musician’s first collaboration with a spirits brand, the fresh campaign features her singing “I LUV IT”, her latest song from her forthcoming album, C, XOXO.
The campaign, directed by Nicolás Méndez, is a “celebration of the vibrant spirit of Cabello’s new music and the brand’s longstanding passion for bringing together community through movement and self-expression”, the brand said.
Méndez’s creative input was developed in partnership with BBDO New York, and culminate in a communal block party complete with Bacardi cocktails.
Beyond the new creative, the spirits producer will support the star through the release of her new album with a series of upcoming events and performances across the world, featuring a bespoke cocktail named after the song.
Co-created by Cabello herself, the drink is a twist on a classic rum punch, pairing Bacardi Carta Blanca with passion fruit, lime, coconut water and St. Germain.
The campaign will air on global broadcast and across social and online video channels
Cabello said: “I’m beyond excited to be partnering with Bacardí. I’ve always thought of it as the quintessential rum brand.
“To me, Bacardí is synonymous with the spirit of the Caribbean and, of course, good cocktails and a great party. The campaign we worked on is unlike any project I’ve done before. I can’t wait for fans to experience it.”
Roberto Ramirez Laverde, Global SVP of Bacardí Rum, said: “The team is thrilled to partner with one of the biggest stars of today for our newest campaign,” said . “Our shared Caribbean heritage and love of music are the driving forces behind this multifaceted global collaboration.
“Camila Cabello’s electrifying energy matches perfectly with our brand DNA, which has always championed individuality and doing what moves you. This campaign is only the start—we can’t wait for the world to see just how she embodies the spirit of Bacardí.”