Havana Club gets new global marketing push

Pernod Ricard is launching a new global campaign for its Havana Club 3 Year Old rum designed to evoke the “passion and unique spirit” of the brand and Cuban people.

Havana Club is set to launch a new global campaign, called You just know when it’s from the heart

Titled “You just know when it’s from the heart”, the rum brand has partnered with communication agency MC Saatchi London, film and advertising directors Fredrik Bond and Nick Rutter, and photographer Adam Hinton on the campaign.

Described as a “snappy but heartfelt” campaign, the initiative will cover digital, TV, print, billboard and cinema advertising, and will be rolled out to different countries throughout the year, including Germany, the UK, Belgium, Italy, Czech Republic and Uruguay.

Four videos – one untitled and three called The Maestro Ronero, The Mojito and The Musician – have been released as part of the marketing push depicting a passionate musician, a couple dancing, a Cantinero carefully constructing a Mojito and the Maestro Ronero discussing what rum means to him.

“We’re very excited about launching this new global campaign,” commented Nick Blacknell, marketing director for Havana Club International. “The people of Havana are known for giving it everything they’ve got and always acting with passion and commitment, whether living life or making rum.

“‘You just know when it’s from the heart’ sums up this distinctive attitude.

“It just gives a special flavour to everything – in particular to our rum.”

“You just know when it’s from the heart” follows the brand’s “Nothing Compares to Havana” campaign that launched in 2011, which it claims drove growth in markets such as Germany, France and the UK.