Camila Cabello fronts Bacardí rum campaign

Rum brand Bacardí has teamed up with American singer Camila Cabello for its Do What Moves You global campaign, which features her new single ‘I Luv It’.

The multi-year partnership with Bacardí marks the first time Cabello has collaborated with a spirits brand.

The Cuban-born artist debuted a new song, ‘I Luv It’, which provides the soundtrack to the Do What Moves You spot. It is the first single from her fourth album, C, XOXO, which arrives this summer.

“I’m beyond excited to be partnering with Bacardí,” the ‘Señorita’ singer said. “I’ve always thought of Bacardí 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.”

Cabello stars in a new 30-second spot (see below) for Bacardí’s campaign, directed by Nicolás Méndez. In the video, the pop star is seen dancing to her new track on the streets, ending with a Bacardí cocktail in hand surrounded by other dancers. 

The rum brand will continue to support Cabello during the release of her new album with a series of events and performances across the world, featuring a Punch cocktail named after her single.

Co-created by Cabello, the I Luv It Punch combines Bacardí Carta Blanca with some of her ‘favourite’ ingredients, including passion fruit, lime, coconut water and Bacardi’s elderflower liqueur, St-Germain.

“The Bacardí team is thrilled to partner with one of the biggest stars of today for our newest campaign,” said Roberto Ramirez Laverde, global senior vice-president of Bacardí rum.

“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.

The campaign will be broadcasted globally and through various social and online video channels, alongside out-of-home billboards.

The Do What Moves You campaign has seen Bacardí partner with artists such as former Pussycat Dolls singer Ashley Roberts and electronic trio Major Lazer.