Bacardí Music Campaign Reimagines “Tu Sonrisa” with Puerto Rican Creatives

Global spirits brand Bacardí has launched a new creative initiative as part of the next phase of its Do What Moves You platform. According to reporting by The Spirits Business, the Bacardí music campaign features a 30-second film created with Puerto Rican music producer Tainy and filmmaker Alfred Marroquin.

Marroquin directed the campaign film, bringing his experience in photography, music videos, and major live events to the project. Meanwhile, Tainy—widely recognized for shaping the sound of modern Latin trap—developed the musical concept behind the piece.

The collaboration also reinforces Bacardí’s connection to Puerto Rico, where the rum has been crafted for more than 90 years.

Nostalgia meets modern sound

At the center of the Bacardí music campaign sits a reinterpretation of Tu Sonrisa, the 1998 merengue hit by Elvis Crespo.

The campaign blends nostalgia with contemporary production. Tainy’s version layers modern basslines, shifting tempos, and updated percussion over the recognizable melody. As a result, the track bridges generations while celebrating rhythm and movement.

In comments reported by The Spirits Business, Tainy reflected on the song’s impact:

“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 work alongside Elvis and breathe new life into this song for Bacardí Rum. This song 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.”

Storytelling through rhythm and everyday celebration

The campaign film unfolds through a series of beat-driven vignettes. Each scene captures moments of everyday celebration—friends gathering, music playing, and spontaneous dancing—before building toward a sunset dance party.

Director Alfred Marroquin designed the film to highlight the connection between rhythm, culture, and shared experiences.

“Music, movement, and storytelling are universal languages,” Marroquin said in comments reported by The Spirits Business. “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.”

Through this narrative, the campaign shows how music can transform ordinary moments into memorable celebrations.

Global rollout across television and streaming

The Bacardí music campaign will reach audiences through an extensive international rollout. The advert will appear on major cable networks, including MTV, NBC, and Bravo.

In addition, viewers will see the campaign across leading streaming platforms such as Netflix, Amazon Prime Video, Paramount+, and Hulu.

The brand plans to roll out the campaign across several key markets worldwide, including the United States, Canada, Mexico, the United Kingdom, and the Netherlands.

Celebrating music, culture, and movement

For Bacardí, the campaign reinforces the brand’s long-standing relationship with music and cultural storytelling.

Pedro Mendonça, global senior vice-president for Bacardí and rums, explained the concept in comments reported by The Spirits Business:

“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.”

A teaser of the track will appear first on social media. Later, the full version will debut on major streaming platforms, including Spotify and Apple Music.

Together, the campaign underscores how music, rhythm, and culture continue to shape Bacardí’s global identity.