For Her BACARDÍ Rum Collab, Camila Cabello Celebrates Music, Self Expression, and Real Caribbean Flavor
Marking her music milestones with a brand campaign soundtracked to the singer’s new single “I LUV IT” and this month’s album launch party in London.
From the release of her heavily-streamed album C,XOXO to new tracks with Drake, and a stand-out Glastonbury debut, Camila Cabello has been all the talk in the music scene over the last few weeks. But now, the Cuban-American pop star is taking time to celebrate her music career and Caribbean roots through a multi-year partnership with heritage rum brand BACARDÍ.
To inaugurate her first-ever drinks partnership, BACARDÍ Rum launched a new global campaign earlier this year under its Do What Moves You platform. Dedicated to celebrating music, self-expression, and joyful movement, the brand has enlisted creatives and performers over the years to explore its Do What Moves You mantra through the practices that make them unique. For her installment, the respective short shot by Nicolás Méndez highlights Cabello’s infectious energy and catchy vocals as the singer dances to her latest single “I LUV IT” in a sun-soaked Carribean setting.
“As a Cuban-American, my family has always loved rum, and since living in Miami, I have always been surrounded by BACARDÍ so this collaboration made sense to me,” says the pop star of her relationship with the brand. “Aside from genuinely enjoying the product, I also love its passion for heritage and, like the brand, the sounds from Miami and Cuba have always inspired my music. Collaborating with BACARDÍ on this campaign has been amazing – we’ve both made sure to take a 360 approach with this partnership.”
BacardÍ
As well as showcasing a high-spirited energy that makes her a perfect fit for BACARDÍ’s Do What Moves You platform, it is the mutual Caribbean heritage and connection with Miami that this global partnership is built on. With the artist’s new album encapsulating an essence of both, she teamed up with the brand to host a special party upon its release. Here, the brand’s iconic bottle took center stage alongside the I LUV IT punch – a tropical-flavored cocktail that Cabello created to celebrate the multi-year deal.
Speaking on the new partnership, BACARDĺ’s Global SVP Roberto Ramirez Laverde says, “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 BACARDĺ.”
To find out more about BACARDĺ’s partnership with Camila Cabello, head to the brand’s website now.
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