Pernod Ricard UK has launched a new brand campaign for Havana Club rum, ‘Cuban mode’.
The multi-million-pound campaign celebrates ‘La Cubanía’, the unique Cuban mindset and collective energy.
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It runs across digital, social media, outdoor, as well as across the on- and off-trade. There is also a landmark mural in Shoreditch, east London, made of UV paint which illuminates it at night.
The campaign comes as rum is performing ahead of the total spirits category, with Havana Club growing in value by 2.9%, ahead of the total rum category.
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