Bacardi has added an ESG-related element to its marketing tie-up with Cuban-born singer/songwriter Camila Cabello.
A limited edition of the latest album from Cabello, C,XOXO, has been produced using bioplastic vinyl derived from sugarcane, the source material for Bacardi’s namesake rum brand. An unspecified number of copies have gone on sale this week on Bacardi’s website for worldwide delivery.
The brand owner recruited Cabello to appear in marketing for the rum’s current ‘Do What Moves You’ campaign earlier this year.
“The process begins with the sugarcane, which is broken down to create a bioplastic that is then pressed using a lower temperature, reducing energy consumption compared to traditional vinyl production,” Bacardi said.
As part of the activity, the group will also make an unspecified donation to the marine species and habitat protection NGO, Beneath The Waves.
Bacardi announced another showbusiness-related tie-up earlier this month, with Game of Thrones actor Sophie Turner featuring in an advert for the St-Germain liqueur.
