Celebrating Latin Culture in “Do What Moves You” campaign

BACARDÍ® Rum has announced a new chapter of its global “Do What Moves You” campaign.

Inspired by Puerto Rico and powered by one of music’s biggest hitmakers, Puerto Rican artist and Grammy Award–winning producer TAINY have joined with Bacardi to celebrate Latin culture and infectious rhythms.

TAINY is launching a track teaser for his reimagined version of the Latin classic “Tu Sonrisa” by Elvis Crespo in a lively 30-second campaign film.

Filled with scenes of everyday celebration, the video brings the energy of Puerto Rico, the island BACARDÍ Rum has proudly called home for more than 90 years, while also reflecting the shared rhythms and joy found across Latin culture for a new generation of music lovers.

“I grew up listening to ‘Tu Sonrisa,’ and the moment I hear those opening notes, I’m immediately transported back to Puerto Rico. It’s such an honor to get this opportunity to work alongside Elvis and breathe new life into this song for BACARDI Rum,” said TAINY. “This is a song that is deeply personal to me, and I’m excited for the next generation to fall in love with it the same way I did almost 30 years ago.”

The teaser captures BACARDÍ’s “Do What Moves You” spirit, inspiring movement, celebrating culture, and honoring the power of music to bring people together.

“Music, movement, and storytelling are universal languages,” said Alfred Marroquin. “With this film, we wanted to capture rhythm in motion, how it shows up in everyday moments and brings people together across places and cultures. BACARDÍ Rum doesn’t just make rum; it embodies the rhythm, energy, and joy of Puerto Rico. Our film shows how music turns ordinary moments into celebrations, with BACARDÍ Rum bringing the energy of every scene.”.

Pedro Mendonça, Global SVP BACARDÍ and Rums, said: “The new campaign exemplifies BACARDÍ’s commitment to celebrating the moments where music, movement, rum, and culture intersect. We’re thrilled to partner with two Puerto Rican powerhouses, TAINY and Alfred Marroquin, to reimagine a classic song and demonstrate how a beat can elevate everyday experiences into something electrifying.”

Inspired by bringing the movement to the glass, the campaign also features two timeless BACARDÍ Rum cocktails, including the classic Mojito.

BACARDÍ Rum Mojito recipe: