The brand will get exposure through the global initiative

The brand will get exposure through the global initiative

Pernod Ricard has launched a new music-orientated global marketing campaign for its Havana Club rum brand.

The initiative, set up by Pernod's Havana Club International JV with Cuba Ron, includes a competition for consumers, DJs and producers giving them the chance to travel to the Cuban capital to record tracks with producer Gilles Peterson and Cuban musicians. A bespoke Facebook application –www.havanaculturamix.com – allows consumers to produce a remix and vote for their favourite tracks. 

The campaign is part of the Havana Cultura platform, which has been showcasing contemporary Cuban culture since 2007. 

Havana Club Añejo Especial rum expression was relaunched last year with new packaging and a new recipe in a bid to attract whisky drinkers.