Bacardi challenges its followers to seek out their rhythm in its newest marketing campaign
Bacardi calls on music and dance enthusiasts around the world to join the world's most awarded rum as they embark on the first remake of "Conga".
After the 21st Annual Latin Grammy Awards Bacardi Rum announced that it is challenging rum fans around the world to find their rhythm and do what moves them through song, dance and the power of “Conga” as part of its latest campaign, “Conga Feat. You."
The rum brand reinterprets the song that catapulted Emilio and Gloria Estefan of Miami Sound Machine to international fame, and calls on music and dance enthusiasts around the world to join the world's most awarded rum while they are the first Remake of "Conga" feat begins. Meek Mill, Leslie Grace, Produced by Boi-1da, re-introduces the Latin Pop Track to a modern audience.
The remake is an exciting collaboration between the three-time Latin Grammy Awards nominee, 2020 Latin Grammy Awards cast member, and upcoming In The Heights star Leslie Grace, Grammy-nominated musician and criminal justice reform advocate, Meek Mill, and the Grammy Award winner “Producer of the year candidate Boi-1da.
This cast of star-studded collaborators invites singers and dancers alike to join the Sound of Rum by submitting their voice recording or a video showing their dance moves for them to be featured in the official "Conga" music video and in next week will debut the biggest music night in January 2021, the 2021 Grammys.
"Bacardi is a brand that thrives on bringing people together. Given the current state of the world, we wanted to create an opportunity to connect them by working with Bacardi to revive this global success that was blessed by Emilio and Gloria Estefan themselves," said Ned Duggan, Bacardi's global senior vice president.
“It is an honor to work with passionate multicultural artists like Leslie Grace, Meek Mill and Boi-1da to bring people together through music with a legendary Estefans song like 'Conga' while creating moments and experiences in giving people their true, authentic selves on a global stage. "
With a long legacy in music, Bacardi is thrilled to reunite rum drinkers through song and dance. This year, people from all over the world will play an important role as Bacardi urges fans to stir up their passions and the “Conga Feat. You ”campaign. As a result, the final music video and title “Conga” will be an official collaboration between respected artists and people, reinterpreted by a new generation.
Launched on Instagram on November 20 and through December 13, fans can learn how to submit content by visiting the Instagram channels of @bacardiusa, @lesliegrace, @meekmill and @ boi1da.
Each channel is linked to a recording hub where users can submit their vocals or moves, invite their friends, and take a once-in-a-lifetime opportunity to work with this group of talented artists.
Bacardi has also hired an army of global influencers, including cover girl Jasmine Sanders from Sports Illustrated Swimsuit Issue 2020, viral street dance performer Lil Buck, and singer, dancer, and TV judge Alesha Dixon, to meet “Conga” enthusiasts from near and far far to recruit the fun.
Submitting content is easy: Instagram users swipe up from the brand or partner channel and open the Ingestion Hub experience. Next, users are prompted to either sing or dance for the "conga" track, aided by karaoke vocals as they record their recording of the choir, or to dance to easy-to-understand choreography by Ian Eastwood that precedes Latin bursts with Caribbean mood. Once the singing or movements are what they want, users can submit their content, encourage others to join the "conga" revolution and do what moves them.
After the submission deadline, producers Boi-1da and Bacardi will include selected users who have submitted their vocals and dance moves in the official track and music video “Conga” when it debuts worldwide in late January to kick off the biggest music week. before the 2021 Grammys. Other fans who have submitted their dance moves can see themselves in action in an interactive version of the official online music video "Conga".
Deeply rooted in meaningful connections and soul-moving experiences, Bacardi looks forward to opening another star collaboration, this time with world-famous artists Leslie Grace, Meek Mill and Boi-1da – for the official premiere in January 2021 .
