Bacardi Inks Its Biggest Celeb Deal With Camila Cabello

Bacardi Rum, leaning further into music as a key driver in its marketing, kicked off its most significant artist collaboration to date with a global campaign featuring pop star Camila Cabello.

The new relationship marks the first time the liquor brand has signed a performer to a multiyear pact, according to Roberto Ramirez Laverde, Bacardi Rum’s global senior vice president.

For the next 24 months, Bacardi and Cabello will be making frequent appearances together, ranging from concerts and festivals to broadcast TV spots and billboards in major U.S. and international cities.

“Music is our recruitment tool, and it plays an important role in how we connect with consumers and become part of their conversations and celebrations,” Laverde told ADWEEK. “We have so much in common with Camila—she embodies the spirit of the brand—and this is probably one of the biggest campaigns we’ve ever done.”

The alliance—one year in the making between the Cuban-American singer and the Cuban-born brand—is Cabello’s first dive into alcohol endorsements. That was especially attractive to Bacardi, along with the chart-topper’s “electrifying energy,” as booze and A-listers overpopulate the collaboration space.

“It’s not an easy journey to find the right partner,” Laverde said, noting that some of Bacardi’s previous short-term relationships could have better leveraged the artist-brand mashups. “It was important that Camila be deeply involved in the creative process so that it’s not just a traditional advertising campaign—it reflects our DNA, the lifestyle and her new image.”

The formerly brunette Cabello made a splash early this year with a dramatic platinum blonde makeover in the run-up to her fourth studio album, C, XOXO, dropping in June.

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