Our Challenge/
To create a below the line platform for Havana Club from their above the line global proposition (Nothing compares to Havana) and use it to reach a wider audience without de-valuing the brand.
The Collaboration/
By undertaking ethnographic research with the Havana Club Target Audience and further collaborating with in-bar experts we were able to identify a common ground between our audience and the Habernos. Like the men and women of Havana we found that our guys (whether through passion or necessity) were hungry for unmanufactured fun, creating their own opportunities to do things differently, often creating a great night out of very little.
The Creation/
Our idea was to take ‘Nothing compares to Havana’ and use it to inspire and empower the target audience to create a unique and memorable experience with Havana Club. Where the above the line campaign demonstrates the inspiration found in Habaneros and their culture, our below the line communication invites our Target Audience to be a part of this and makes it accessible here in the UK. This is created through a campaign both in-bar, on-shelf and through social media.
The Connection/
As part of an all-agency team delivered an integrated plan with focus from TLG on:
The creative look & feel and campaign toolkit.
A sampling tour taking in 96 bars across the UK, keeping the experience premium and targeting the right bars and the right audience.
On-Pack cocktail menus delivering the perfect serve suggestions and tips, with a drive online to find out more.
A highly targeted facebook page with an organic growth strategy, populated by the consumer to increase ownership.
