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Havana Club goes to consumers

Published:  23 July, 2008

Pernod Ricard-distributed Cuban rum Havana Club is launching its first-ever UK consumer advertising and sponsorship campaign with an investment of 1.75 million.

The campaign, which comprises consumer advertising, sponsorship and PR, aims to reinforce the brand's Cuban credentials'. The activity will be launched nationwide this month, encouraging consumers to enjoy a taste of pure Cuba' with the help of the authentic Cuban rum'. Havana Club has also announced sponsorship of the first-ever Cuban Music Awards and Festival, to be held in London on 18-20 June.

We are now in a good position to take the brand to a wider consumer audience. We see the huge potential that Havana Club has in the UK, and are putting a significant investment behind that,' said Roger Harrison, head of marketing at Pernod Ricard.