Havana Club Design & Branding HAVANA CLUB GRAFICOS by The Brand Union Paris

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Industry Rum
Media Design & Branding
Market France
Agency The Brand Union Paris
Executive Creative Director Kheireddine Sidhoum
Released March 2011

Credits & Description

Category: Posters
Product/Service: PERNOD RICARD
Date of First Appearance: Mar 1 2011
Chief Executive Officer: Stéphane Ricou (The Brand Union Paris)
Executive Creative Director: Kheireddine Sidhoum (The Brand Union Paris)
Client Director: Guillaume Noire (The Brand Union Paris)
Project Manager: Guillain Picoty (The Brand Union Paris)
Design Director: Louis Marti (The Brand Union Paris)
Senior Designer: Céline Haine (The Brand Union Paris)
Junior Designer: David Jannot (The Brand Union Paris)
Media placement: Poster 1 - France & Worldwide - March 2011
Media placement: Poster 2 - France & Worldwide - March 2011
Media placement: Poster 3 - France & Worldwide - March 2011
Media placement: Poster 4 - France & Worldwide - March 2011

Describe the brief from the client
The goal of Havana Club is to gain in overall market share, and in particular over its main competitor, Bacardi, by reinforcing the message that Havana Club is the authentic and premium brand of choice.

The client brief was to create on-premise (bar) messaging building on "Havanizacion", a long-term brand initiative to become the iconic Cuban brand by capturing and revealing to the world the unique spirit of La Havana.

Describe the challenges and key objectives
Our goal was to create messaging that celebrates the brand's Cuban heritage while connecting with a new, young audience. In addition, the creative concept had to support the drink strategy by promoting Havana Club rum as the preferred, authentic choice for Mojito and Daiquiri cocktails.

Describe how you arrived at the final design
Following the Cuban Revolution, a group of graphic designers, the Golden team, had turned the silk-screen movie poster tradition into an art form by creating posters for political, social and cultural organizations. During a trip to La Havana, we discovered an extensive collection of posters in a cinema theatre and immediately began to consider how this tradition could be applied to Havana Club. When the on-premise brief came, we knew exactly where we wanted to go...

A new approach to the vintage poster provided the perfect platform for communicating Havana Club's authenticity and relevance to a new audience.

Give some indication of how successful the outcome was in the market
Rather than being regarded as generally disposable promotional advertising, silk-screened posters currently being launched in bars are becoming part of their permanent decor.