Brand Linkups
6 min
Muerdeme x Costeñita
How a Colombian Beer Appeared in the Most Important Latin Rock Artist's Video
How a Colombian Beer Appeared in the Most Important Latin Rock Artist's Video
On December 3, 2025, Juanes released ‘Muerdeme,’ his collaboration with Bomba Estereo. In less than 48 hours, the video accumulated more than 66,000 views on YouTube. Critics celebrated it. Rolling Stone highlighted it. And somewhere in that video: filmed on the tropical, colorful streets of Santa Marta: Costeniта appears. Not as an ad. As part of the scene. That’s product placement done right. And it’s exactly what LNK FOR BRANDS managed.
‘Muerdeme’ is a retro cumbia that Juanes described as a ‘sexy cumbia,’ inspired by the Medellin sound of the 1960s and 70s but with contemporary pop harmonies. The video, filmed in Santa Marta, shows Juanes and Li Saumet of Bomba Estereo walking through Caribbean streets. Vivid colors, the sea, a party atmosphere. The perfect environment for a beer that carries the Colombian Caribbean in its name. Costeniта couldn’t have found a more coherent context for its identity if it had designed it from scratch. And in a way, it did.
What makes Costeniта’s placement in ‘Muerdeme’ work is the total coherence between the song’s universe and the brand’s universe. It’s not a European beer appearing in a cumbia video by accident. It’s the Caribbean Colombian beer appearing in a video that celebrates exactly that culture. The consumer doesn’t filter it as advertising. They process it as part of the world they’re watching.
Juanes isn’t just an artist. He is, according to Billboard and Rolling Stone, the most influential Latin rock artist of the 21st century. More than 29 Grammy and Latin Grammy awards. More than 20 billion accumulated streams. When Costeniта appears in a Juanes video, it’s appearing in a cultural piece that millions of people across Latin America will consume, share, and remember. That level of platform can’t be achieved with paid media budgets. It happens when you’re in the right place, with the right brand, at the right moment. That’s what we build at LNK FOR BRANDS.
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