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Havana Club campaign lands in UK

Pernod Ricard-owned Havana Club is bringing its Cuban Mode campaign to the UK with a multi-million-pound push.

The multi-million-pound campaign includes a UV-illuminated mural in east London

The campaign, called Cuban Mode, will aim to spread the ‘spirit of la Cubanía’ (spirit of the Cuban), and invite rum lovers to switch their Cuban mode on.

Centred around the brand’s portfolio, the campaign has been designed to ‘capture the essence of Cuba’ by combining the country’s ‘iconic’ landmarks with vibrant party scenes via a journey through one Cuban home.

Josh McCarthy, brand director at Pernod Ricard UK, said: “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 Cuban Mode campaign has been created under the direction of Aisultan Seitov, best known for his work with rap artists including Offset, 21 Savage, and Tyler the Creator, alongside imagery from UK photographer Jack Bridgland, known for editorial shoots for Rosalìa and Twilight star Robert Pattinson.

The multi-million-pound marketing move will roll out on digital, social and on video platforms, featuring traditional Cuban elements including domino games, rumba dancers and Havana Club rum.

A voiceover notes the ‘contagious spirit that flows across all generations, making you want to grab life in all its colours, shapes and forms’.

A mural will also be erected in Shoreditch, London, in aid of the campaign, featuring UV paint which illuminates the street art at night, highlighting the ‘fun and excitement’ of Cuban Mode. 

Havana Club has also developed a range of point of sale materials to disrupt the shopper journey and deliver brand visibility in on-trade venues.

In February, Havana Club pledged to cut its carbon footprint through a number of initiatives, including scaling up its by-product recycling programme.

To watch the spot, click below.

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