Havana Club launches Daiquiri Days campaignBy Owen Bellwood
Pernod Ricard has partnered with independent creative agency Impero to launch a multi-market campaign for Havana Club, focusing on its Frozen Daiquiri signature serve.
The new Daiquiri Days campaign will channel the “Cuban street style” of Havana Club 3 Year Old as it highlight the brand’s Frozen Daiquiri serve, mixed up in either a paper cone or ceramic cup.
Nick Blacknell, international marketing director at Havana Club, said: “We are really excited to launch our Daiquiri Days campaign this summer in multiple markets across Europe.
“With the Impero team, we have created a bold, eye-catching and most importantly fun drinks campaign that we are confident can make the Frozen Daiquiri appealing to a fresh urban audience.”
The campaign will embrace Havana Club’s Cuban roots, bringing to life the “raw, lo-fi and DIY attitude” of Cuban street style.
Havana Club’s Daiquiri Days campaign aims to help retailers, bartenders and brand managers identify drinking occasions, including “summer in the city” and “weekend vibes”. These occasions will be signposted in on- and off-trade touch points.
As well as a multi-market poster campaign, Havana Club will also target social media with “bright, summertime visuals” complete with “glam, kitsch-cool models”.
Michael Scantlebury, founder and creative director of Impero, said: “We love the bold confidence of Daiquiri Days – channeling Cuban street cool to tap into the summer mood of audiences across the world. Street chic is about to gain a whole load more attitude thanks to Havana Club Daiquiris – they’re just so bad-ass.”
Earlier this year, the Pernod Ricard-owned rum brand partnered with Dutch urban fashion label Daily Paper to launch an eight-piece clothing line.