Bacardi has recruited music artist Joy Crookes for the latest campaign for its namesake rum brand in the UK.
The initiative, titled ‘Dance with the Greats,’ includes an 85-second spot (below) featuring Crookes and musician Natty Bo, encouraging Gen Z consumers to engage with the brand through music and cultural experiences. The campaign seeks to “reclaim the dancefloor” by pairing younger participants with older “Greats” at an event in south-east London’s Jumbi venue on 5 November.
The event will feature live performances, DJ sets and Bacardi cocktails, including its long-standing serve with Coca-Cola.
In August, Bacardi’s Patrón tequila brand signed a marketing tie-up with global music platform Boiler Room.
