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Havana Club goes back to its roots
Havana Club is pushing its origins in a new marketing campaign highlighting “humanity, spontaneity and creativity”.
The “Nothing Compares to Havana” drive is designed to show Havana Club’s roots in Cuba and emphasise its position as a high-end Caribbean rum.
The vibrancy of Havana life is at the heart of the campaign, which is being rolled out internationally in a variety of formats including television and cinema advertising, billboards and online activity.
Managing director for Havana Club International, Marc Beuve-Méry, said: “We are extremely excited about the new global campaign. In Havana, people remain true to themselves and appreciate the simplicity of human interaction in everyday life.
“‘Nothing Compares to Havana’ sums up this refreshing attitude and by highlighting the informality, passion and generosity of the city, reiterates Havana Club’s authentic Cuban heritage. Havana Club is a truly authentic Cuban brand and we believe this expressive and exciting campaign reflects that perfectly.”
Havana Club is seeking to build on recent successes with a 3% sales increase posted in June 2010, a total of 3.5 million nine-litre cases or 40m bottles sold in over 125 countries.
Rupert Millar, 27.10.2010