Havana Club: Nothing Compares to Havana

Client: Havana Club International
Brand: Havana Club
Agency: M&CSAATCHI.GAD
Category: FMCG
Country: 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 becoming an iconic premium brand, sold at a premium price. This was the brief to develop the new campaign, to be used in over 30 countries in the world.

Objectives

Business Objectives

  1. Reach 3.9 million cases sold globally in the 2011-12 fiscal year
  2. Increase volume and value market shares in all markets against Bacardi