Black Tears Rum reveals Race to Havana
Island Rum Brands-owned Black Tears has launched a digital series that challenged participants to travel across Cuba using bottles of its rum as currency.
The 26-part digital series is said to honour the resilience, positivity, and support of the Cuban people in challenging and unusual circumstances.
Released exclusively through the @blacktearscubanspiced Instagram account, the campaign follows six micro-influencers from Cuba as they are dropped off at the Black Tears factory, located outside of Ciego de Ávila in central Cuba.
The contestants must navigate a 600km journey back to the capital city of Havana using only Black Tears as their means of payment for transportation.
Henrik von Celsing, creative lead at Black Tears, said: “The Race to Havana campaign is about moving from brand placement to true brand integration, where Black Tears is the engine of the story rather than a backdrop.
“By making the liquid the only currency for a long journey across Cuba, we’ve woven the brand into the fabric of a high-stakes story. This turns the audience from passive viewers into an active community that truly engages with every bottle traded and every kilometre gained.”
The journey from the heart of the island to Havana was divided into five legs. The route took the teams through Trinidad, Cienfuegos, Santa Clara, and Matanzas before concluding with a final sprint to Havana.
Three teams of two participated: a street artist and a tattoo artist, a DJ and a mixologist, and a stylist and a fashion model.
The winners were awarded with a ‘life-changing’ investment in their creative careers.
Black Tears’ Race to Havana trailer is now available on the brand’s Instagram, and a new episode will be released every 72 hours.
Each leg will consist of three to four episodes, with each episode lasting one to two minutes.
Black Tears Cuban Spiced Rum is available in several markets worldwide, including Kazakhstan, Germany, the United Arab Emirates (UAE), and Finland.
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