Bacardi Inks Its Biggest Celeb Deal With Camila Cabello as the Global Face of the Brand

The collaboration spans two years, with music-driven ads launching during NBA games today

Leaders from Glossier, Shopify, Mastercard and more will take the stage at Brandweek to share what strategies set them apart and how they incorporate the most valued emerging trends. Register to join us this September 23–26 in Phoenix, Arizona.

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.



Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in