Luving it
Cabello recently released the first single from the record, “I Luv It,” which serves as the Bacardi ad’s soundtrack. The 30-second commercial debuts tonight during National Basketball Association broadcasts on ESPN and TNT.
The dance-infused, sun-drenched spot, shot in the Dominican Republic and directed by Canada co-founder Nicolás Méndez, comes from agency BBDO New York. Cabello’s creative team, including French choreography collective (La)Horde, helped develop the video, which ends with a rocking block party against the beachfront Santo Domingo skyline.
Cabello considers Bacardi to be “the quintessential rum brand” that’s “synonymous with the spirit of the Caribbean,” she said in a statement.
Bacardi—whose artist relationships have included Swizz Beatz, Anitta, Major Lazer, Kendrick Lamar and Ellie Goulding—found a hand-in-glove fit with the 27-year-old Cabello for targeting “the next generation of rum drinkers,” Laverde said.
The partners are a personality fit as well, with “a light, fun vibe,” according to David Schwab, executive vp at Octagon and analyst in celebrity-brand connections. The multiyear arrangement means “they have a chance to be thoughtful in marketing efforts that make sense to their audiences.”
Cabello kicks off a world tour this summer, and Bacardi is still in talks for specific activity, Laverde said.
Rum punch with a twist
As part of the partnership, Cabello created a signature cocktail, a twist on the classic rum punch. The “I Luv It” punch is made with passion fruit, lime, coconut water and two products from the Bacardi line, Superior rum and St-Germain elderflower liqueur.
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