Creative agency Impero has unveiled a new ‘Daiquiri Days’ ad campaign for Pernod Ricard’s Havana Club three-year-old rum, bringing some summertime swag to the brand.
Rolling out internationally, both on city streets and online, it will channel the spirit of Cuban street style, championing Havana Club’s new, highly Instagrammable frozen daiquiri serve – a “liberation” of the traditional daiquiri for a modern, urban audience.
The drink is served either in a paper cone or ceramic cup, to play on its resemblance to a slushy snow cone and is made even more recognisable through a signature cherry on top. Further collateral includes a global-ready OOH poster campaign, slushy machines and everything from jumbo metal straws to flip flops and swimsuits.
“We love the bold confidence of ‘Daiquiri Days’, channelling Cuban street cool to tap into the summer mood of audiences across the world,” says Michael Scantlebury, founder and creative director of Impero. “Street chic is about to gain a whole load more attitude thanks to Havana Club Daiquiris – they’re just so bad-ass.”
Daiquiri Days follows on from Impero’s 2018 work to help re-position the Havana Club brand, which moved the rum away from a perfectly stylised “drinks strategy” to a more visual and occasion-based “drinking strategy”.