Havana Club’s
multi-market campaign will channel the spirit of Cuban street style. Havana
Club unveils a new multi-market ‘Daiquiri Days’ campaign for Pernod Ricard’s
Havana Club three-year-old rum – bringing some summertime swag to the Havana
Club brand for the summer of 2019.
The campaign will
channel the spirit of Cuban street style, championing Havana Club’s new frozen
daiquiri serve – a “liberation” of the traditional daiquiri for a modern, urban
audience. The drink is served either in a paper cone or ceramic cup, to play on
its resemblance to a slushy snow cone and is made even more recognizable
through a signature cherry on top. Further collateral include a global-ready
OOH poster campaign, slushy machines and everything from jumbo metal straws to
flip flops and swimsuits. Havana Club
aims to galvanize the next generation of rum drinkers by tapping into street
culture with a bold, confident movement to seize the summer across cities
worldwide. Rolling out internationally, Daiquiri Days will celebrate the
‘high-low’ lifestyle of today’s young urbanites – creating a luxe feel on the
streets, whilst bringing a bit of street to the higher end of culture. The 360-degree campaign will embrace Havana
Club’s Cuban roots, bringing to life the raw, lo-fi and DIY attitude of Cuban
street style and celebrating a drink which can be drunk at home and on the
streets.
Daiquiri Days campaign will help Havana Club
retailers, bar-tenders and brand managers identify clear daytime drinking
occasions, from ‘Summer in the City’ to ‘Weekend Vibes’, and signpost them to
consumers across on and off-trade touchpoints. The campaign aims to take social
media by force, with bright, summertime visuals such as swimming-pool blues,
continuous waves of inviting water and popping yellows – complete with glam,
kitsch-cool models. Digital assets have been created for Havana Club’s
social media team to use across all markets – complete with ideas such as how
to gamify content with polls and emoji sliders and Insta-friendly ‘Rum It’
recipes in three taps – as well as creating branded GIFs and stickers for the
brand.
Michael Scantlebury,
founder and creative director of Impero, said: “We love the bold confidence of
Daiquiri Days – channeling Cuban street cool to tap into the summer mood of
audiences across the world. Street chic is about to gain a whole load more attitude
thanks to Havana Club Daiquiris – they’re just so bad-ass.” Nick Blacknell, international marketing
director at Havana Club, said: “We are really excited to launch our Daiquiri
Days campaign this summer in multiple markets across Europe. With the Impero
team, we have created a bold, eye catching and most importantly fun drinks
campaign that we are confident can make the Frozen Daiquiri appealing to a
fresh urban audience.”
