Rum brand Havana Club is mounting a new promotional push across digital, social and online video media, out of home, channel marketing in grocery and impulse channels, as well as pubs and bars.
Focussing on the ‘unique Cuban mindset and vibrant collective energy’, the Pernod Ricard-owned brand will invite rum lovers to ‘switch their Cuban Mode on’.
The imagery combines iconic Cuban landmarks with party scenes through an unexpected journey across a Cuban home, featuring an intergenerational cast, fully comprised of locals, sharing a slice of their own version of what makes life in Cuba unique.
Brand Director at Pernod Ricard UK, Josh McCarthy, commented: “Havana Club is THE iconic Cuban rum and Cuban Mode is here to reveal La Cubanía to the world and spread its energy with and through our community.
“La Cubanía is the essence and lifestyle born in the streets of Havana, but it is meant to be felt by everyone everywhere. Over the last few years we’ve built a solid position as a street culture icon amongst Generation Z, and we’re confident this campaign will further accelerate brand growth and welcome new audiences to the brand.”
The launch is being supported by a fully integrated campaign including digital media, social media, and an Out-Of-Home landmark mural to generate disruptive attention. Visible in Shoreditch, the mural features UV paint which illuminates the street art at night.
Havana Club has also developed a range of POS materials to disrupt the shopper journey and deliver brand visibility in On-Trade venues. Rum is performing ahead of the total spirits category and Havana Club is growing +2.9% value in the Off-Trade, well ahead of the total Rum category.
