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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.
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