• by Fern Siegel , April 15, 2024

Bacardí Rum and pop star Camila Cabello have partnered for the brand’s biggest campaign to date.

The singer stars in the 30-second spot, developed by BBDO New York. A celebration of Bacardí and Cabello's shared Caribbean heritage and their passion for music, the spot is set to her new single"I Luve It," the first from her new album "C, XOXO," arriving this summer. 

“To me, Bacardí is synonymous with the spirit of the Caribbean and, of course, good cocktails and a great party,” said Cabello.

The campaign will air on global broadcast, including NBA playoff broadcasts on ESPN & TNT, in addition to online video across YouTube and streaming properties. It also appears via Spotify and Snapchat. Out-of-home billboards featuring still imagery debut this spring.

Cabello has also developed a signature I Luve It cocktail for the campaign, a twist on a classic rum punch. The drink pairs Bacardí Superior with passion fruit, lime, coconut water and St-Germain.

Roberto Ramirez Laverde, global senior vice president of Bacardí Rum, said Cabello's “electrifying energy matches perfectly with our brand DNA, which has always championed individuality and doing what moves you.”

Bacardí was founded in Cuba in 1862. In 1936, after Prohibition, Bacardí began producing rum on U.S. territory in Puerto Rico. It remains the largest privately held, family-owned spirits company in the world, with a portfolio of more than 200 brands, including Grey Goose, Bombay Sapphire, Dewar's and Teeling.

Ernest Hemingway lived in Cuba for decades and mentions Bacardí in his novels "To Have and Have Not" and "For Whom The Bell Tolls."