Pernod Ricard’s Havana Club rum has appointed Impero as its key strategic and creative partner as the brand aims to position itself as the market industry leader.
The agency will be responsible for taking the Cuban rum drink in a new direction, putting street culture at the heart of the campaign. Impero has been charged with designing a new creative direction for the brand, using a new aesthetic and messaging style to appeal to the next generation of rum drinkers. Influencer activities will be at the heart of the push to entice new drinkers to try the brand.
Nick Blacknell, global marketing director Havana Club, said: “Having seen the work Impero did for some of our sister brands, we’re incredibly excited to be working with them to take Havana Club to a whole new level. More and more, consumers are choosing rum as their drink of choice, so it’s important that, as a brand, we find a way to appeal to and engage them on their level, and on their own terms - that’s what Impero can do for us - they know this audience.”
Michael Scantlebury, Impero's creative director, added: “Rum as a category has been obsessed with the hipster aesthetic and culture for long enough – it's a strategy that's on an extremely short life span. So, it is exciting for us to announce this new partnership with Havana Club, the only rum brand confident enough to buck this trend. As an agency, we know how to make brands resonate with new, younger consumers – and that’s what our strategy for Havana Club will do.”