BACARDÍ rum announces pop superstar Camila Cabello as the new face of the brand, kicking off a multi-year partnership under the BACARDÍ global Do What Moves You platform. In her first-ever spirits collaboration, the multihyphenate 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 highly anticipated fourth album arriving this summer, C, XOXO.

“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.

The campaign celebrates Cabello’s fresh-new sound and style, unlike anything fans have seen before. Beyond the new creative, BACARDĺ will continue to support the star through the release of her new album with a series of upcoming events and performances across the world, all featuring the I LUV IT Punch. Co-created by Cabello herself, the drink is a delicious twist on a classic rum punch, pairing BACARDÍ Superior with some of her favorite ingredients, including 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.