Havana Club: Nothing compares to Havana

M&C Saatchi.Gad Paris

Advertiser: Havana Club International
Brand: Havana Club
Country: France

Objectives

SCOPE OF PAPER

Havana Club International is a joint venture between Pernod Ricard and Corporacion Cuban Ron, a Cuban state-owned company. Its rum is exclusively produced in Cuba and sold in over 125 countries. Because of the embargo, it is not sold in the USA, which represents 42% of the global rum market1.

Havana Club main competitor is the world leader Bacardi, who dominates the market2.

This paper will demonstrate the effectiveness of Havana Club communications over a 3 year period, using Bacardi as the global competitive benchmark.

We will analyze the global sales data for Havana Club across all "Export Markets", ie. excluding Cuba (not advertised and handled separately as a business), and benchmark them against Bacardi global sales data, excluding the USA. We will also focus specifically on 7 key markets for which brand equity data is available. This sample aims to give a fair representation of the global story as they testify to the very heterogeneous market situations3 in which Havana Club operates. These 7 markets account for 56%4 of the brand global "Export Sales" and 66%4 of the brand global media spending, on average over the 3 year timeframe of the analysis.