Courtney Phillips
Director at London Alley
London, United Kingdom
TitleCuba Made Me
Campaign Cuba Made Me
Advertiser Pernod Ricard
Brand Havana Club
Date of First Broadcast/Publication
Business Sector Spirits, Fortified Wines
Philosophy M&C Saatchi London and Pernod Ricard’s Havana Club have developed a new global communication strategy for the Cuban rum brand spearheaded by the idea ‘Cuba Made Me’ that aligns the brand with Havana’s raw street culture. The campaign is designed to attract a new breed of young urban rum drinkers across Europe.
As an authentically Cuban rum brand, Havana Club is ubiquitous in and around the streets of Havana. To help with audience appeal and a desire to convey a more authentic and gritty aspirational aesthetic, the campaign distances itself from the tourism clichés of beaches, vintage cars and salsa and instead focuses on the young Cubans uniquely shaped by Havana, its culture and its streets.

Launching in Germany this spring ‘Cuba Made Me’ portrays Cuba’s young and creative street artists, dancers and bartenders as the main protagonists. The fully integrated campaign is planned to run throughout the summer with the ambition to roll out to other European markets later in the year.

The campaign will launch with a :20s TV spot, and will then expand on themes in the TVC through a series of online and social activity featuring the young street Cubans and exploring Cuban streetstyle, streetart, streetfood, club and bar scenes.

The campaign will be supported in owned channels including, Facebook and Instagram with the campaign hashtag #CubaMadeMe intended to encourage further audience engagement. The idea will be activated Germany-wide with events and experiential activity at on and off trade outlets.
Media Type Television
Market Cuba
Executive Creative Director
Deputy Executive Creative Director
Head of Art
Chief Client Officer
Account Director
Agency producers
Agency producers
Production Company
Executive Producer
Flame Artist
Nuke Artist
Production Director

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