The project:

Repositioning a rum icon for the Gen Z market

Havana Club is the fifth-largest rum brand in the world – but it knew that in order to become number 4, 3, 2 or 1, the brand needed to be bold, and it needed to find new consumers.

A new strategy and a new look:

For a new bad ass rum brand.

Visual:

A new brand world designed to always stay fresh

Tone of voice:

New way of speaking

Our voice is Short. Sharp. On-point. 

We’re self-aware, and socially aware.  

Woke and witty. Bad and boujee. 

We're a little in-your-face.  

Other times we shut the hell up. 

Let our look speak for itself. 

When we do talk, we’re not going to explain it for anyone.  

If you don’t get it - pity.  

We’re not here to make you like us, cause, well… you already do.  

C U FOOLS.

Out of Home:

New Comms

Visual:

A new youthful approach

Collaboration:

An activation strategy: street culture collabs

You don’t get very far in Cuba unless you collaborate with others. In fact, it’s a defining feature of life in Cuba and in the global street culture tribe. We created a strategy that allowed Havana Club to launch globally visible collaborations with relevant fashion brands and influencers, that made news online and reached our consumers wherever they were