Repositioning a rum icon for the Gen Z market
For a new bad-ass rum brand
A new brand world designed to always stay fresh
New way of speaking
Our voice is Short. Sharp. On-point.
We’re self-aware, and socially aware.
Woke and witty. Bad and boujee.
We're a little in-your-face.
Other times we shut the hell up.
Let our look speak for itself.
When we do talk, we’re not going to explain it for anyone.
If you don’t get it - pity.
We’re not here to make you like us, cause, well… you already do.
C U FOOLS.
New comms
A new youthful approach
An activation strategy: street culture collabs.
You don’t get very far in Cuba unless you collaborate with others. In fact, it’s a defining feature of life in Cuba and in the global street culture tribe. We created a strategy that allowed Havana Club to launch globally visible collaborations with relevant fashion brands and influencers, that made news online and reached their consumers wherever they were.
