Pernod Ricard has launched the first international advertising campaign for rum brand Havana Club.

The French drinks giant has in the past focused on Havana Club's Cuban origins but said the brand was "moving a step forward" to promote the "Cuban state of mind" and the "irresistible eagerness to live of Cuban people".

The campaign, which will consist of TV, cinema and print advertising, will have the strapline - "El Culto de la Vida", translated as "cult for life". The first TV ad will be aired in Spain, the largest market for rum in Europe.

The campaign centres on Havana Club 7-year-old, the flagship product in the brand's stable.

Philippe Coutin, general manager for Havana Club International, the joint venture between Pernod and the Cuban government, said: "The creatives generate an original association between a key brand logo component - the red disk - and the iconic Cuban attitude towards life, conveying a legitimate, aspirational image for Havana Club.

"This expressive and exciting imagery will strike a chord with our target market of 25 to 35-year-old men and women," Coutin added.