Last month, Camila Cabello dropped her new single “I LUV IT” and announced that she’s the new face of Bacardi in their “Do What Moves You” campaign. As part of the campaign launch, they discussed Mexico’s significance for the beverage company, leading Portada to talk to Laila Mignoni, Global Head of Brand Marketing Communications – Digital & Advertising at Bacardi, about these topics
Mignoni emphasized the role of data in choosing the campaign’s face, by saying, “Data plays a big role in our decision-making process, acting more as validation and optimization.” In other words, being a global star wasn’t the sole reason they chose Camila Cabello; she also resonates as an influencer in multicultural markets because of her Cuban-Mexican heritage, reflecting Bacardi’s connection to the Miami melting pot.
Mexico ranks among Bacardi’s top 5 markets
Regarding the campaign with Camila Cabello, Mexico is pivotal on Bacardi’s branding map and a strategic marketing center for the region. Mignoni explains, “The campaign is global, starting in Australia and then hitting Mexico with a substantial media budget. Mexico is huge for us; it’s in our top 5 markets: the U.S., Canada, Mexico, Germany, and the UK. Mexico ranks third!”
To activate the campaign in Mexico, they plan “Experiential Music festivals throughout the year tailored to each market. Traditional media includes OOH, billboards, TV, and audio (podcasts and radio placements).”
In the United States, they will amplify Camila Cabello’s events through media purchases as part of a two-year campaign that kicked off with the clip “BACARDÍ x Camila Cabello Present: A Do What Moves You Film”:
There will also be increased investment in sound media (Spotify, podcasts, radio, etc.).
Close collaboration with Mexico
Lastly, Mignoni details their media strategy, noting that “The media connections strategy is global, but media buying is local, done in each Latin American country. We have a marketing center for Latin America based in Mexico and a great team in Panama handling Brazil and Costa Rica. There’s no longer a direct link between Miami and Latam.”
Camila Cabello, on her part, expressed excitement about the campaign, saying, “I’m beyond excited to partner with BACARDÍ. I’ve always seen Bacardí as the ultimate rum brand, synonymous with the Caribbean spirit, good cocktails, and great parties. The campaign we worked on is unlike anything I’ve done before, and I can’t wait for fans to experience it.”
The campaign celebrates Cabello’s new sound and style, and Bacardi will continue supporting her through the launch of her new album with events worldwide and the new drink, I LUV IT Punch.
Roberto Ramirez Laverde, Global SVP at Bacardí Rum, expressed enthusiasm about the collaboration, saying, “Our shared Caribbean heritage and love for music drive this collaboration. Camila Cabello’s energy aligns perfectly with our brand, which champions individuality and doing what moves you. This campaign is just the beginning—we’re excited for the world to see how she embodies the spirit of Bacardí.”
“Data plays a big role in our decision-making process, acting more as validation and optimization.”
Don’t forget to read: Bacardi’s Roberto Ramirez Laverde: “To Embed Our Brand Into the Consumers’ Culture We Tapped into Passion Points Music and Fashion.”
