Bacardí Launches Global Music-Led Campaign with Puerto Rican Creatives

Bacardí’s latest advert underscores how music and culture fuel its brand. The 30-second global spot - part of Bacardí’s “Do What Moves You” platform - enlists Puerto Rican Grammy-winning producer Tainy and director Alfred Marroquin. Together they remix Elvis Crespo’s classic merengue “Tu Sonrisa” with modern trap beats. The film opens in a city high-rise: neighbors hear the remix emanating through walls, head to the rooftop, and dance into the sunset. These beat-driven vignettes of everyday celebration capture Bacardí’s message that music transforms ordinary moments “into something unforgettable”. The campaign text underscores that Bacardí - “made mainly in Puerto Rico for over 90 years” - embodies the island’s energy.

This celebration-of-music approach leverages Bacardí’s heritage. The remix of “Tu Sonrisa” bridges nostalgia and innovation: Latin trap icon Tainy infuses modern basslines and percussion into Elvis Crespo’s hit, while Marroquin - known for creative direction in music videos and halftime shows - stages a rooftop dance party that feels both local and universal. In Bacardí’s view, “music, movement and storytelling are universal languages,” says Marroquin, and the brand “doesn’t just make rum; it embodies the rhythm, energy and joy of Puerto Rico”. Indeed, Bacardí highlights its classic cocktails (the Mojito and Cuba Libre) in the film, phrased as “bringing the movement to the glass” - a reminder that any celebration is better “with a beat and a Bacardí Rum cocktail in hand”. This blend of cultural authenticity (Puerto Rican roots and heritage recipes) with modern style is intended to resonate across Bacardí’s global markets.

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Creative Collaborators and Vision

Bacardí specifically chose Tainy and Marroquin for their authentic ties to the culture and fresh perspective. Tainy - who has helped shape modern Latin trap - has produced for Bad Bunny, Dua Lipa, Jennifer Lopez and other stars. He grew up with the original “Tu Sonrisa” and says hearing its opening notes now “immediately transports [him] back to Puerto Rico,” making it an honor to “breathe new life into this song for Bacardí Rum”. Director Alfred Marroquin makes his solo debut here after creative work at Somesuch; he aims to “capture rhythm in motion… how it shows up in everyday moments and brings people together”. Both collaborators infuse personal passion: Tainy’s updated track layers dynamic tempo shifts and signature production, while Marroquin’s storytelling frames Bacardí as more than a spirit - it’s a cultural symbol (as he notes, “our film shows how music turns ordinary moments into celebrations”).

Together they serve Bacardí’s strategy of deepening brand authenticity. By partnering with respected Puerto Rican creative “powerhouses,” Bacardí reinforces its island heritage and the Latin roots of rum. As Bacardí’s global marketing head Pedro Mendonça explains, the campaign “exemplifies Bacardí’s commitment to celebrating moments where music, movement, rum and culture intersect”. In practice, this means the film shows neighbors coming together with Bacardí cocktails, uniting across places and cultures. For brand owners, it demonstrates how aligning product, people and place (the island’s rhythms and festive spirit) can create a compelling narrative.

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Multi-Channel Launch Strategy

Bacardí is investing heavily in distribution to amplify the campaign. The spot will air on major cable networks (MTV, NBC, Bravo) and on streaming platforms (Netflix, Amazon, Paramount+, Hulu) to hit both young urban audiences and casual viewers. Key markets include the U.S., Canada, Mexico, the U.K. and the Netherlands - regions where Latin music and multicultural audiences are growing. Social media will also play a role: Bacardí plans to tease the new track on Instagram and TikTok before releasing the full remix on Spotify, Apple Music and other streaming services. This lets marketers track engagement (e.g. stream counts, shares, playlist adds) and extends the campaign beyond a single broadcast.

As a next-generation tactic, the approach mirrors successful music-led campaigns by other spirit brands. For instance, Diageo’s Johnnie Walker launched a 2025 partnership with pop star Sabrina Carpenter - “a bold, transformative era for whisky and music” - that let fans mix cocktails inspired by her songs. Similarly, Hennessy’s 2025 Made for More campaign featured Afrobeats artist Tems and showcased African creativity and community through music and art. Even Bacardí’s sister brand Patrón is active: it became the official tequila partner of global music platform Boiler Room in 2025, sponsoring electronic dance events in Ibiza, London and Los Angeles. Each of these examples underscores a trend: alcohol marketers are increasingly harnessing music culture (in line with each brand’s identity) to engage consumers.

• Johnnie Walker (2025): Partnered with singer Sabrina Carpenter to fuse whisky with pop music, encouraging fans to craft cocktails inspired by her new album.
• Hennessy (2025): Starred Nigerian singer Tems in a multicultural campaign celebrating African art and music, reinforcing community values and inclusivity.
• Patrón Tequila (2025): Teamed with Boiler Room to host DJ events and livestreams, tapping underground dance music culture to reach global audiences.

These campaigns share common elements: authentic artist partnerships, culturally relevant music, and wide digital distribution. Bacardí’s new spot fits this mold but stands out by leveraging a nostalgic Latin hit and its Caribbean roots.

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Key Takeaways for Brand Marketers

Bacardí’s campaign offers several lessons for C-suite marketing leaders:

• Emphasize Authenticity: Root campaigns in the brand’s heritage. Bacardí foregrounds Puerto Rico (where it’s made) and Latin music, lending credibility. Marroquin notes that Bacardí “embodies the rhythm, energy and joy of Puerto Rico” - a message that resonates if genuine.
• Blend Nostalgia with Innovation: Reimagining a beloved song bridges generations. Using “Tu Sonrisa” taps older fans’ nostalgia while Tainy’s modern remix appeals to younger listeners. Brands should look for cultural touchstones they can refresh.
• Showcase Experience, Not Just Product: Bacardí uses music and visuals to sell an idea (celebration and togetherness) more than the rum itself. Scenes of friends dancing, mixed with subtle product placement (the Mojito, Cuba Libre), highlight lifestyle. This aligns with Bacardí SVP Mendonça’s intent to demonstrate “how a beat can elevate everyday experiences”.
• Use Multi-Channel Touchpoints: Don’t rely solely on one medium. Bacardí is synchronizing TV, streaming, social media teasers and music platforms. This omni-channel push maximizes reach and creates multiple engagement points - critical for global campaigns.
• Measure Engagement: Track both digital and traditional metrics. Beyond TV ratings, monitor social media buzz, music streaming data (since the track is on Spotify/Apple), and on-premise sales if possible. This first-party data (e.g. how many fans add the Bacardí remix to playlists) will help quantify campaign impact.
• Collaborate with Relevant Talent: Align partners with your brand DNA. Tainy and Marroquin speak authentically to Latin audiences, much as Sabrina Carpenter spoke to millennials for Johnnie Walker. Choosing artists who truly reflect target consumers’ tastes boosts trust and interest.

Bacardí’s new campaign isn’t just an ad - it’s a cultural statement. It shows how deeply integrated music storytelling can elevate a spirits brand, especially when tied to heritage and emotion. For brand leaders, the advice is clear: lean into your brand’s unique story and serve it up with a soundtrack. In Bacardí’s case, a remixed classic and a rooftop dance party have been the perfect mix to move people around the world.