From Adweek · Robert Klara · · 2m
Bacardi brings back the VMAs dance award
The rum brand is reviving a defunct category and embedding itself into MTV's biggest night with a star-studded music video.
In brief
The rum brand is reviving a defunct category and embedding itself into MTV's biggest night with a star-studded music video. Bacardi moved beyond traditional sponsorship by actually reviving the VMAs Best Dance category, turning itself into a co-producer of the show rather than just an advertiser. Originally reported…
Bacardi's big VMA moment
The rum brand is bringing back the MTV Video Music Awards' Best Dance category on September 27, marking its biggest brand moment yet at the show it's sponsored since 2023.
The dance category returns
Best Dance hasn't been awarded since 2019, when The Chainsmokers and Bebe Rexha won for 'Call You Mine.' Bacardi's sponsorship directly led to its comeback.
“Definitely, Bacardi had a role in the decision to bring it back.”
Meet Caleb Calloway
Latin Grammy nominee and multiplatinum producer Caleb Calloway, who's worked with J Balvin and Bad Bunny on tracks with over 22 billion streams, mixed the music for Bacardi's VMA spot.
“I grew up on the VMAs, so this is like a dream come true.”
Bacardi's music-first strategy
The brand's 'Do What Moves You' campaign, launched in 2018, has consistently partnered with top Latin-Caribbean artists like Major Lazer, Anitta, and Tainy to build its identity.
Three iconic 90s remixes
Calloway remixed J-Lo's 'Waiting for Tonight,' En Vogue's 'Free Your Mind,' and Ricky Martin's 'Livin' La Vida Loca', all previous Best Dance winners, into one fresh medley.
A 75-second brand integration
The video runs one minute and fifteen seconds and won't air as a traditional commercial. Instead, it'll be woven into the broadcast as a custom piece that feels like a natural part of the show.
“It will feel very much part of the broadcast.”
Star choreography and production
The spot features choreography from Dario Boatner, who danced in Super Bowl halftime shows, and Dexter Carr, who's performed with Janet Jackson and Beyoncé.
Beyond sponsorship into co-production
By bringing back the Best Dance category, Bacardi moved beyond traditional sponsorship into co-producing the show itself, making news that the category returned tied directly to the brand.
“Bacardi is not only ensuring a presence with the live audience and in the online impressions that follow, but by bringing back the dance category, they are also moving beyond sponsorship into a role of co-producer.”
Targeting millennials and Gen Z
The effort reaches both a broad millennial and Gen Z audience while microtargeting Latin American consumers within that larger segment through music and cultural authenticity.
Calloway's creative freedom
The producer agreed to the brand work because Bacardi 'know about music' and 'respected my creativity,' resulting in something he'd actually listen to himself.
“They know about music. It didn't feel corporate. They respected my creativity.”
The main idea
Bacardi moved beyond traditional sponsorship by actually reviving the VMAs Best Dance category, turning itself into a co-producer of the show rather than just an advertiser.
