Pernod Ricard has extended the geographical reach of the latest activation for Cuban rum brand Havana Club.
‘Cuban Mode’, which kicked off in Canada during the summer, will roll out from this week to Belgium, Germany, Greece, Italy, the Netherlands and the UK. The campaign centres around an advert directed by music video specialist Aisultan Seitov that will run on digital platforms.
Print ads also form part of the activity, although details of where they will appear, along with financial details of the campaign as a whole, were not disclosed.
Both formats feature Havana locals and will promote the full brand portfolio.
Data from IWSR Drinks Market Analysis last month featured Havana Club as a new entry in a chart of the largest spirits brands in the Global Travel Retail channel last year. The rum is overseen by a joint venture between Pernod Ricard and state-owned Cuba Ron.
The Top 50 spirits brands in Global Travel Retail in 2021 – Category Intel
