Havana Rum needed a lifeline. A new set of fans, a younger, more engaged audience. As a test, the thought was could they use Havana Rum 7 to connect to a new demographic? Specifically the Gen Z market. Stand out on the shelf, look great in the club.
Havana Club is the fifth-largest rum brand in the world – but recognised that achieving higher market position required both courage and customer expansion. Their aspirational brief was clear and compelling: help us achieve cult brand status. Our team was tasked with developing a global strategy to attract the next generation of emerging rum consumers. Havana Club, ranking fifth among global rum brands.
A new youthful approach, New comms We worked on a lot of research of the new core demographic they wanted to attract and developed three different key visual routes with inspiration deep rooted in new fashion trends, art and music to bring the three new label designs to life. We’d embraced the high-low lifestyle – bringing just the right amount of glamour to the streets, and bad-ass trashiness to the luxe. We’d be brand proud, embracing our identity with confidence, and most importantly… we’d not take ourselves too seriously. Drawing on our Cuban roots: bringing raw, low-fi and DIY aesthetics to Havana Club. We created the anti-style guide for Havana Club, where rules were meant to be broken. After all, we should all have a bit of fun, right?
8.0% growth in business Engagement with new market
