The Caribbean, cocktails, Camila Cabello—what a party BACARDÍ has started.
The rum brand already has an endless rendezvous behind the bar. And now this rendezvous is getting even zestier with BACARDÍ’s new campaign, reminding us why this rum is a go-to for the fiesta vibes.
“At BACARDÍ, we have always strived to bring people together through the power of music, culture, and cocktails,” says Laila Mignoni, Global Head of Brand Marketing Communications for BACARDĺ Rum.
“Do What Moves You” is BACARDÍ’s biggest campaign yet, a kaleidoscopic dance of Latin-Caribbean energy showcasing this rum’s vibrant roots, which go beyond distillation.
“For BACARDÍ fans, this campaign is a continuation of what the brand has been doing for years—championing artists in the music space, contributing positively to culture, and bringing people together to enjoy life’s greatest moments—a true manifestation of our “Do What Moves You” ethos,” says Mignoni.
Since its launch, the “Do What Moves You” campaign has been singing to our souls, and that’s because BACARDÍ found just the right spirit: Camila Cabello.
“The campaign launched in April with a campaign film set to Camila’s viral song I LUV IT, which perfectly captures the vibrant energy and spirit of our collaboration,” says Mignoni.
“This track serves as the soundtrack for the campaign and marks the beginning of a new era for Camila, filled with excitement, self-expression, and joy.”
Cabello’s new album marks a definitive moment in her career—entering an exhilarating new musical chapter, with the best accessory in hand: a BACARDÍ cocktail.
And quite a natural choice this accessory is. The partnership between BACARDÍ and Cabello came about organically, with shared mutual passions and memories of their vibrant culture. Cabello’s hit single Havana wasn’t random. Born in Cuba, just like BACARDÍ, Cabello carries sweet family memories of this rum. “In fact, one of Cabello’s fondest memories is her grandmother enjoying a Cuba Libre cocktail made with BACARDÍ rum,” shares Mignoni.
Together with Cabello’s electric new viral hit, I LUV IT, the “Do What Moves You” campaign captures the uninhibited essence of the Caribbean. It’s a refreshing ode to being true to ourselves, whether that’s in our room dancing our hearts out or at a mega beachside banger.
“Serving as the soundtrack to our campaign, I LUV IT is a high-energy and infectious summer earworm. Since the song’s release, it has taken the internet by storm, going viral for its catchy dance and contagious energy,” says Mignoni.
“That’s the energy we hope to capture with the BACARDÍ campaign—so electrifying that it just makes you want to get out of your seat and move.”
Through the campaign, BACARDÍ also took the extra steps to care for Cabello’s community—her incredible fan base—to whom she gives her all to in this new musical chapter, with complete inspirational energy. And the two did something fabulous: They honored the greater community they share with a special edition vinyl single for I LUV IT made using ethically sourced sugarcane.
There’s no rum without sugarcane. And there’s no cocktails without a community—mixing, serving, and sipping together. The same goes for music; Cabello is behind the bar to show us how they all align. The singer got hands-on with BACARDÍ to curate special cocktails for the “Do What Moves You” campaign, each with a dose of her album’s addictive electric energy to get you grooving.
“We worked closely with Camila to develop her signature drink, the I LUV IT Punch—a refreshing twist on the classic rum punch, featuring BACARDÍ Superior paired with her favorite ingredients: St-Germain, passion fruit nectar, lime juice, and coconut water, garnished with a lime wheel and toasted coconut flakes,” shares Mignoni.
“Together with Camila, we’re looking forward to inspiring people to embrace their individuality, celebrate their uniqueness, and of course, enjoy some fantastic BACARDÍ cocktails along the way.”
This breezy, light yellow and peachy in color cocktail, I LUV IT Punch, is just one of Cabello’s tropical creations with the BACARDÍ team. Each cocktail bears the name of hit tracks from her new album, like B.O.A.T or Chanel No.5—a cocktail that seduces with an unexpected ingredient: Blue Gatorade. This ingredient lends a dreamy blue color to the cocktail that echoes the beachy elements of Cabello’s album cover.
“One of the most remarkable contributions BACARDÍ has made to the world of spirits and cocktails is our role in creating some of the world’s most iconic drinks,” adds Roberto Ramirez Laverde, Global SVP of BACARDÍ rum.
“For instance, the Mojito, the Daiquiri, and the Piña Colada are all classic cocktails that have BACARDÍ rum at their core. This year marks the 70th anniversary of the Pina Colada, and it remains one of the top 10 most popular cocktails.”
Beyond cocktails and its partnership with Camila, BACARDÍ is focusing heavily on product innovation and premiumization. In the past year, the brand introduced two new innovations to the BACARDÍ rum portfolio.
“Overall, BACARDÍ is continuing to innovate and connect with consumers in meaningful ways, ensuring our brand remains vibrant and dynamic in the ever-evolving spirits industry,” notes Ramirez Laverde.
Ingredients
- 2 oz Bacardí Superior
- 1/2 oz St. Germain
- 1/2 oz passion fruit nectar
- 1/2 oz lime (juice of about half a lime)
- 1 oz coconut water
- lime wheel and toasted coconut flakes as garnish
Preparation
- Build ingredients in rocks glass filled with ice.
- Stir, garnish with lime wheel and toasted coconut flakes.
- Luv It!
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Listen to song on Spotify
This Is Camila Cabello | Spotify Playlist
The post Camila Cabello and Bacardi’s We Luv It Punch appeared first on Chilled Magazine.
Source: Mixology News
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