BACARDÍ Rum introduces popstar Camila Cabello as the new face of the brand with the BACARDÍ global Do What Moves You platform, kicking off a multi-year partnership. In her first-ever spirits collaboration, the multi-hyphenate artist stars in a sensational campaign spot set to her new song “I LUV IT,” now available on all major streaming platforms. This is the first single off her fourth album C, XOXO, highly anticipated to arrive this summer,

“I’m beyond excited to be partnering with BACARDÍ. I’ve always thought of BACARDÍ as the quintessential rum brand,” said Camila Cabello. “To me, BACARDÍ is synonymous with the spirit of the Caribbean and, of course, good cocktails and a great party. The campaign we worked on is unlike any project I’ve done before. I can’t wait for fans to experience it.”

The BACARDÍ campaign is a celebration of the vibrant spirit of Cabello’s new music and the brand’s longstanding passion for bringing together community through movement and self-expression. Directed by, go-to director for international hitmakers, Nicolás Méndez, the co-Founder of CANADA and who has worked with other artists including Rosalia, Travis Scott, and Tame Impala. His cinematic and irreverent vision, developed in partnership with BBDO New York, features the popstar moving to the beat of her infectious new track.

The campaign culminates in a lively block party, complete with BACARDÍ cocktails, reflecting the brand’s commitment to fostering community and self-expression through movement. The choreography was brought to life by Marine Brutti, Jonathan Debrouwer, and Arthur Hare of (LA)HORDE, and Cabello’s striking appearance, curated by a team of celebrity stylist Jared Ellner, makeup artist Ash K Holm, hairstylist Dimitris Giannetos, and nail artist Tom Bachick.

Beyond the campaign, BACARDÍ plans to support Cabello’s album release with a series of global events and performances featuring the signature I LUV IT Punch, a cocktail co-created by Cabello herself, blending BACARDÍ Carta Blanca with her favorite ingredients like passion fruit, lime, coconut water, and St. Germain.

“The BACARDÍ team is thrilled to partner with one of the biggest stars of today for our newest campaign,” said Roberto Ramirez Laverde, Global SVP of BACARDĺ Rum. “Our shared Caribbean heritage and love of music are the driving forces behind this multifaceted global collaboration. Camila Cabello’s electrifying energy matches perfectly with our brand DNA, which has always championed individuality and doing what moves you. This campaign is only the start—we can’t wait for the world to see just how she embodies the spirit of BACARDĺ.”

The campaign will air on global broadcast and be amplified through various social and online video channels, with additional support via out-of-home billboards and still imagery. C, XOXO will be released on global streaming platforms this summer. The full recipe for Cabello’s I LUV IT Punch is below. Be sure to follow both @Bacardi_UK and @Camilla_Cabello on Instagram to stay in the loop for more exciting campaign updates, or visit