Unhealthy Bunny has been booked and busy in 2025. From releasing his sixth album, internet hosting Saturday Night time Dwell, saying a world tour, and starring in Ritz’s first Tremendous Bowl industrial, the Puerto Rican artist has been all over the place.
Nevertheless, a milestone of his 12 months (and profession) has been No Me Quiero Ir de Aquí (I Don’t Wish to Depart From Right here), his first-of-its-kind, sold-out homecoming residency working each weekend from July 11 to September 14 at Coliseo de Puerto Rico.
Whereas tickets for the primary 9 exhibits had been reserved completely for island residents, Uncover Puerto Rico—the island’s official tourism information—partnered with Dwell Nation-owned journey platform Vibee to promote curated trip packages for the residency, that are anticipated to generate almost $200 million in financial impression.
“That’s extraordinarily conservative as a result of that’s solely taking into account these packages,” Glorianna Yamin, Uncover Puerto Rico’s vp of selling, instructed ADWEEK. He mentioned the board expects to have an all-encompassing determine, together with guests who stayed at exterior resorts and leases, as soon as the residency concludes.
“[Vibee] offered 48,000 room nights [across] 34 properties,” she continued. “Not solely the metro area the place the live performance is going down, however across the complete island.”
Along with Uncover Puerto Rico, which has leveraged the summer time occasion by advertising and marketing different hotspots across the island, manufacturers together with Ritz Crackers, Technique, Vibee, Wendy’s, and JetBlue are all capitalizing on the inflow of concertgoers via fan giveaways and on-site experiences. Adidas Originals additionally launched a sneaker in collaboration with the musician, who has served as certainly one of its model ambassadors since 2021.
No Me Quiero Ir de Aquí has delivered natural boosts for manufacturers like Tinder, which has seen a 35% enhance in swipe exercise in Puerto Rico and a virtually 52% enhance in Passport Mode exercise (a characteristic that enables customers to vary their location) to San Juan, P.R., since July.
An homage to Puerto Rico
For Miguel Lopez-Ixta, head of name and progress at inventive company Want Pastel, which beforehand collaborated with the musician on merch designs for Unhealthy Bunny’s previous excursions, the musician’s residency underscores the importance of Latin-American shopping for energy.
In response to the 2025 U.S. Latino GDP Report, the full financial output of Latinos within the U.S. reached a report $4.1 trillion in 2023, up from $3.7 trillion in 2022.
“On the finish of the day, the entire residency was for Puerto Rico,” he mentioned. “There’s a ton of native companies, and that was the purpose: to ensure they profit. So should you’re a model, it’s important to take into consideration that too.”
He continued: “It doesn’t matter how large a model you’re, you have got the chance to point out up authentically and never simply speak to this [community], however construct with [them]. In the event you have a look at the manufacturers that did, they labored to guarantee that they had been paying homage to Puerto Rico, a technique or one other.”
Boricua fan experiences
Whereas No Me Quiero Ir de Aquí is a second in and of itself, further fan experiences have surrounded the principle attraction, courtesy of name sponsors like Vibee, Ritz, and Technique.
Vibee partnered with Unhealthy Bunny’s label, Rimas Leisure, and native inventive company, Upside Down, for Seguimo’ Aquí: The Expertise by Vibee, its “largest single-location lodge partnership to this point,” president Harvey Cohen instructed ADWEEK.
The immersive, multi-sensory expertise resembles a conventional Puerto Rican house and backyard, with further touchpoints comparable to: a cave set up impressed by the native legend of El Pozo de Jacinto, a bar modeled after the central plaza discovered in lots of Puerto Rican cities, and VIP gifting kits.
“The Latin neighborhood represents one of the passionate and engaged fan bases on this planet,” Vibee’s president, Harvey Cohen, instructed ADWEEK. “For Vibee, it’s vital to honor that cultural richness by creating experiences that really feel localized and celebratory.”
Seguimo’ Aquí: The Expertise by Vibee.Vibee
Equally, because the official snacking sponsor of the residency, Ritz introduced its “Salty Membership” to life earlier this month with a pop-up activation outfitted with a photograph sales space and unique merch like a limited-edition Ritz Crackers field that includes art work nodding to the occasion.
The Mondelēz Worldwide model first debuted the “Salty Membership” in its first Tremendous Bowl spot that includes Unhealthy Bunny earlier this 12 months. For the residency, it additionally held a giveaway main as much as its August activation, providing followers an opportunity to attain tickets to the present with all journey and lodging prices paid for.
Steven Saenen, Mondelēz’s U.S. savory snacking class president, instructed ADWEEK that the Latino neighborhood is Ritz’s prime multicultural viewers. He additionally shared that the preliminary partnership with Unhealthy Bunny got here naturally because the musician is “genuinely a fan” of the model.
“It’s vital to us as a result of we have already got numerous power with that cohort [and] we wish to preserve that going as a result of it’s additionally a demographic that’s rising,” the exec mentioned. “We now have deliberate efforts to proceed to interact with them and create significant connections. One different instance is [our] new partnership with Inter Miami this 12 months.”
Ritz’s Salty MembershipRitz
In the meantime, Technique established a presence in a extra sudden but high-traffic location throughout the venue: the restrooms.
The non-public care model decked out restrooms throughout the venue for a marketing campaign referred to as “Pa’l Recuerdo,” (or “a memento,”) which was “designed to rework on a regular basis routines into wealthy, sensory experiences that honor tradition and create house for presence,” the model instructed ADWEEK in an announcement.
Pa’l recuerdo is reflective of the “magnificence and vibrancy of Puerto Rican tradition,” housing unique presents and merchandise, comparable to a limited-edition physique wash and a water-proof speaker for visitors to get pleasure from past the expertise. Per the model’s inside analysis, 75% of Latino shoppers mentioned that music is a key a part of their bathe ritual.
Because the residency’s official physique wash and hand wash sponsor, Technique’s purpose was to create an emotional reference to present and potential Latino shoppers, a demographic that overindexes on its private care merchandise.
technique’s pa’l recuerdotechnique
No Me Quiero Ir de Aquí marks the second music occasion Technique has sponsored. For the previous two years, it has additionally been the official physique and hair care companion of Coachella.
Past Puerto Rico
Following No Me Quiero Ir de Aquí, Unhealthy Bunny will embark on his Debí Tirar Más Fotos World Tour, beginning November 21 and ending July 22, 2026.
Whereas Technique plans to carry pa’l recuerdo to followers at his London stops, Saenen remained tight-lipped on whether or not Ritz will activate across the tour or not.
“Latinos are so loyal to manufacturers and the issues [we] consider in, and I feel in the long term [brands] displaying up and persevering with to point out up are going to be affiliated with this neighborhood and [we’re] going to rock with you,” mentioned Lopez-Ixta.
