Havana Club: Nothing compares to Havana
M&C Saatchi.Gad Paris
Advertiser: Havana Club InternationalBrand: Havana ClubCountry: 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...