Concept + Creative development
CHALLENGE
The daiquiri revival was set to be one of the most popular cocktail trends of the year and Havana Club wanted to be the centre of it. After a recent rebrand, Havana Club’s new alignment with street culture meant they needed a new, edgy way of thinking about how people wanted to consume rum cocktails.
INSIGHT
We were no longer talking to hipster Milennials drinking out of coupés in speakeasy bars. We were talking to the next generation of rum drinkers: the urban street culture tribe. So we moved the spirits brand away from a perfectly stylised drinks strategy to a more visual and occasion-based drinking strategy around Summer in The City.
SOLUTION
We wanted to bring the fun back into drinking. So we made our serve fast, frozen and a little bit trashy. We rolled it out with a global-ready OOH poster campaign, an experiential drinks truck serving daiquiris in our eye-catching paper cones. We accompanied this with a host of on-trade accessories including slushie machines, stickers, deckchairs, flip flops and swimsuits.
Drink Styling – Tara Garnell