Ritz Crackers, Method, and more are courting Latino fans through experiences in and around the event
Bad Bunny has been booked and busy in 2025. From releasing his sixth album, hosting Saturday Night Live, announcing a world tour, and starring in Ritz’s first Super Bowl commercial, the Puerto Rican artist has been everywhere.
However, a milestone of his year (and career) has been No Me Quiero Ir de Aquí (I Don’t Want to Leave From Here), his first-of-its-kind, sold-out homecoming residency running every weekend from July 11 to September 14 at Coliseo de Puerto Rico.
While tickets for the first nine shows were reserved exclusively for island residents, Live Nation-owned travel platform Vibee sold curated vacation packages for the residency, which are expected to generate nearly $200 million in economic impact, per Discover Puerto Rico, the island’s official tourism marketing organization.
“That’s extremely conservative because that’s only taking into consideration those packages,” Glorianna Yamin, Discover Puerto Rico’s vp of marketing, told ADWEEK. She said the board expects to have an all-encompassing figure, including visitors who stayed at external hotels and rentals, once the residency concludes.
The effort “sold 48,000 room nights [across] 34 properties,” she continued. “Not only the metro region where the concert is taking place, but around the entire island.”
In addition to Discover Puerto Rico, which has leveraged the summer event by marketing other hotspots around the island, brands including Ritz Crackers, Method, Vibee, Wendy’s, and JetBlue are all capitalizing on the influx of concertgoers through fan giveaways and on-site experiences. Adidas Originals also released a sneaker in collaboration with the musician, who has served as one of its brand ambassadors since 2021.
No Me Quiero Ir de Aquí has delivered organic boosts for brands like Tinder, which has seen a 35% increase in swipe activity in Puerto Rico and a nearly 52% increase in Passport Mode activity (a feature that allows users to change their location) to San Juan, P.R., since July.
An homage to Puerto Rico
For Miguel Lopez-Ixta, head of brand and growth at creative agency Need Pastel, which previously collaborated with the musician on merch designs for Bad Bunny’s past tours, the musician’s residency underscores the significance of Latin-American buying power.
According to the 2025 U.S. Latino GDP Report, the total economic output of Latinos in the U.S. reached a record $4.1 trillion in 2023, up from $3.7 trillion in 2022.
“At the end of the day, the whole residency was for Puerto Rico,” he said. “There’s a ton of local businesses, and that was the goal: to make sure they benefit. So if you’re a brand, you have to think about that too.”
He continued: “It doesn’t matter how big a brand you are, you have the opportunity to show up authentically and not just talk to this [community], but build with [them]. If you look at the brands that did, they worked to make sure that they were paying homage to Puerto Rico, one way or another.”
Boricua fan experiences
While No Me Quiero Ir de Aquí is a moment in and of itself, additional fan experiences have surrounded the main attraction, courtesy of brand sponsors like Vibee, Ritz, and Method.
Vibee partnered with Bad Bunny’s label, Rimas Entertainment, and local creative agency, Upside Down, for Seguimo’ Aquí: The Experience by Vibee, its “largest single-location hotel partnership to date,” president Harvey Cohen told ADWEEK.
The immersive, multi-sensory experience resembles a traditional Puerto Rican home and garden, with additional touchpoints such as: a cave installation inspired by the local legend of El Pozo de Jacinto, a bar modeled after the central plaza found in many Puerto Rican towns, and VIP gifting kits.
“The Latin community represents one of the most passionate and engaged fan bases in the world,” Vibee’s president, Harvey Cohen, told ADWEEK. “For Vibee, it’s important to honor that cultural richness by creating experiences that feel localized and celebratory.”
Similarly, as an official residency sponsor, Ritz brought its “Salty Club” to life earlier this month with a pop-up activation equipped with a photo booth and exclusive merch like a limited-edition Ritz Crackers box featuring artwork nodding to the event.
The Mondelēz International brand first debuted the “Salty Club” in its first Super Bowl spot featuring Bad Bunny earlier this year. For the residency, it also held a giveaway leading up to its August activation, offering fans a chance to score tickets to the show with all travel and accommodation costs paid for.
Steven Saenen, Mondelēz’s U.S. savory snacking category president, told ADWEEK that the Latino community is Ritz’s top multicultural audience. He also shared that the initial partnership with Bad Bunny came naturally since the musician is “genuinely a fan” of the brand.
“It’s important to us because we already have a lot of strength with that cohort [and] we want to keep that going because it’s also a demographic that’s growing,” the exec said. “We have deliberate efforts to continue to engage with them and create meaningful connections. One other example is [our] new partnership with Inter Miami this year.”
Meanwhile, Method established a presence in a more unexpected yet high-traffic location within the venue: the restrooms.
The personal care brand decked out restrooms across the venue for a campaign called “Pa’l Recuerdo,” (or “a souvenir,”) which was “designed to transform everyday routines into rich, sensory experiences that honor culture and create space for presence,” the brand told ADWEEK in a statement.
Pa’l recuerdo is reflective of the “beauty and vibrancy of Puerto Rican culture,” housing exclusive gifts and merchandise, such as a limited-edition body wash and a waterproof speaker for guests to enjoy beyond the experience. Per the brand’s internal research, 75% of Latino consumers said that music is a key part of their shower ritual.
As the residency’s official body wash and hand wash sponsor, Method’s goal was to create an emotional connection with existing and potential Latino consumers, a demographic that overindexes on its personal care products.
No Me Quiero Ir de Aquí marks the second music event Method has sponsored. For the past two years, it has also been the official body and hair care partner of Coachella.
Beyond Puerto Rico
Following No Me Quiero Ir de Aquí, Bad Bunny will embark on his Debí Tirar Más Fotos World Tour, starting November 21 and ending July 22, 2026.
While Method plans to bring pa’l recuerdo to fans at his London stops, Saenen remained tight-lipped on whether Ritz will activate around the tour or not.
“Latinos are so loyal to brands and the things [we] believe in, and I think in the long run [brands] showing up and continuing to show up are going to be affiliated with this community and [we’re] going to rock with you,” said Lopez-Ixta.