Papa Dobles
One of these days, I’d like to visit Cuba.
As one of Cuba’s very, very few international brands, Pernod Ricard-owned Havana Club rum uses Cuba itself as a marketing tool. Capitalizing on Havana’s lively, sultry cultural scene, the company is co-financing a feature film called “Seven Days in Havana”1 to be screened in cinemas around the world next summer.
The film, created with M&C Saatchi, Paris, is a contemporary portrait of Cuba’s capital city, with a different director for each of the seven days. One director, for instance, is Oscar-winning actor Benicio del Toro.
There is contractually no product placement in “Seven Days in Havana,” although because the film was shot in Cuba, and Havana Club is one of the few alcoholic drinks brands in the country, the rum features in the finished product.
Daniel Fohr, founder and creative director at M&C Saatchi, Paris, said, “Everyone who goes to Havana is in contact with Havana Club. It is everywhere in Havana — people drink it in every bar and carry it on every street.”
…
The 100-minute film continues Havana Club’s focus on Cuban culture and creativity. Havana Club, produced at a distillery in San Jose, Cuba, has been promoted since 2006 with an ad campaign using the slogan “El Culto a la Vida” and regularly updates a website featuring contemporary Cuban artists and musicians at havana-cultura.com.
“Seven Days in Havana” is currently in post-production. Although it was filmed by seven different directors, the whole script was written by Cuban crime writer Leonardo Padura.
Wild Bunch International has secured distribution in more than 20 markets, including Japan, France, Italy, Germany and Canada. Havana Club is planning a program of marketing activities around the launch of the film in every country, except the U.S.
(click here to continue reading Cuba’s International Brand Havana Club Rum Co-Produces Film | Global News – Advertising Age.)
Footnotes:
- 7 días en La Habana [↩]