Finding the next generation of Havana Club drinkers
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
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Havana Club
Havana Club was in need of a refresh. They knew they needed to start talking to the younger generation or risk getting left behind. They came to us with a brilliant ambition: they wanted to be a cult brand. So we set out to create a new global strategy and brand for Havana Club.
