The Cuban-born artist, formerly a member of girl group Fifth Harmony, has signed a “multi-year partnership” with the rum’s namesake owner. The tie-up commences this month with ads under Bacardi’s ‘Do What Moves You’ tagline.
Spots will feature on broadcast TV globally along with social media and online video support. Out-of-home ads will also be utilised.
“Our shared Caribbean heritage and love of music are the driving forces behind this multifaceted global collaboration,” said Bacardi rum’s global senior VP, Roberto Ramirez Laverde. “This campaign is only the start – we can’t wait for the world to see just how she embodies the spirit of Bacardi.”
Cabello will be hoping for a profile boost from the campaign ahead of this summer’s launch of her fourth album.
Earlier this month, the group promoted Jeff Branson from GM of its operations in Canada to the role of North America commercial MD.
