The latest campaign of Havana Club aims to revive the Cuban spirit or ‘La CubanÃa’ by blending iconic landmarks with lively party scenes. Through an unexpected journey across a Cuban home, the campaign strives to give its audience a glimpse of the unique lifestyle that thrives in Cuba. The intergenerational cast, fully comprised of locals, infuses each frame with their creativity and colours, making the experience truly unforgettable.
From domino games and twirling rumba dancers to dancing under the twinkling cityscape, each vignette of the campaign highlights a different Havana Club expression. The voiceover throughout the video describes the “contagious spirit that flows across all generations…making you want to grab life in all its colours, shapes and forms.” In case you want to experience the energy of the campaign, you can watch the hero film from this link: here.
The brand director of Pernod Ricard UK, Josh McCarthy, comments on the campaign saying, “Havana Club is the iconic Cuban rum, and Cuban Mode is here to reveal La CubanÃa to the world and spread its energy with and through our community.” He mentions that La CubanÃa is a lifestyle that originated in the streets of Havana but should be felt by everyone, anywhere. Havana Club has established itself as a street culture icon amongst Generation Z, and McCarthy is confident that the campaign will accelerate brand growth and attract new audiences.
To spread the true Cuban spirit, Havana Club is launching this campaign with a fully integrated approach, including digital media, social media, and an Out-Of-Home landmark mural. The mural is visible in Shoreditch, and it features UV paint that illuminates the street art at night, highlighting the fun and excitement of the Cuban Mode campaign. Additionally, Havana Club has developed a range of POS materials to disrupt the shopper journey and deliver brand visibility in On-Trade venues. Metrics show that rum is performing ahead of the total spirits category, and Havana Club is growing at a rate of +2.9% value in the Off-Trade, well ahead of the total Rum category.
Overall, Havana Club’s Cuban Mode campaign is a unique attempt to showcase Cuban culture and its values to the world. With a multi-channel approach, the campaign is here to disseminate the true Cuban spirit and bring joy and vibrancy to everyone who is a part of it.
