Havana Club: Nothing Compares to Havana

Havana Club, the Cuban rum brand, needed to reposition itself as a "hot" brand attracting advocates in order to increase sales volumes and market share against the market leader, Bacardi.

Havana Club: Nothing Compares to Havana

Client: Havana Club InternationalBrand: Havana ClubAgency: M&CSAATCHI.GADCategory: FMCGCountry: France

Havana Club is a rum brand produced in Cuba and sold in over 125 countries…. excluding the USA (40% of the market) because of the embargo. Its main competitor is the behemoth Bacardi (38% global market share excluding homeland markets), selling 3 times more cases every year with a global communication budget 10 times bigger.

In 2009, Havana Club International set a clear ambition: let's not try to become the second-best mainstream brand. Instead, aim at...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands