Havana Club: Nothing Compares to Havana
Client: Havana Club International
Brand: Havana Club
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.
- Reach 3.9 million cases sold globally in the 2011-12 fiscal year
- Increase volume and value market shares in all markets against Bacardi