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Rum brand, Havana Club, is back with a new brand campaign which heroes its full portfolio, called ‘Cuban Mode’. Celebrating the unique Cuban mindset and vibrant collective energy – described as La Cubanía – the £multi-million campaign embraces the infectious spirit of Cuba and invites rum lovers to switch their Cuban Mode on. The campaign includes digital, social and online video media, out of home, channel marketing in grocery and impulse channels, as well as pubs and bars.

Centred around the brand’s award-winning rum portfolio, the campaign captures the very essence of Cuba by combining iconic landmarks with vibrant party scenes through an unexpected journey across a Cuban home. From the moment the doors open and you are invited inside, each frame bursts with colour and creativity as the intergenerational cast, fully comprised of locals, share a slice of their own version of what makes life in Cuba unique.

Each vignette, from domino games and twirling rumba dancers to dancing under the twinkling cityscape, heroes a different Havana Club expression while the voiceover describes the “contagious spirit that flows across all generations…making you want to grab life in all its colours, shapes and forms”. View the hero film here.

Josh McCarthy, Brand Director at Pernod Ricard UK, 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.”

To spread the true Cuban spirit, 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, highlighting the fun and excitement of the Cuban Mode campaign. 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[1].

[1] AC Nielsen | Total Off-Trade | Rum Value Sales to 25.03.23

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