Bacardi—with brands in its parent portfolio like Grey Goose, Bombay Sapphire, Patron tequila and Dewar’s—will also distribute the new Cabello-centric ad across cable channels like BET and VH1; digital and social platforms such as YouTube, Vevo, Peacock, Hulu, Disney+, Paramount+ and Snapchat; and Spotify audio.
Out-of-home ads will appear in Mexico, the Netherlands, the U.K., India, Latin America and other territories.
The new work continues the brand’s “Do What Moves You” message, now in its sixth year, and premieres as Bacardi is revving up its festival activations via an ongoing Live Nation partnership and sponsorships at American and global events.
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