Pernod Ricard has launched a new global push for its Havana Club rum JV, designed to highlight the "passion and unique spirit" of the brand and the Cuban people.

"You just know when it’s from the heart" is the result of a collaboration between Pernod Ricard, agency MC Saatchi London, directors Fredrik Bond and Nick Rutter, and photographer Adam Hinton. The campaign will include digital, television, print, billboard and cinema advertising, as well as PR support, rolling out in several markets this year, including Germany, the UK, Belgium, Italy, the Czech Republic and Uruguay.

Financial details behind the campaign were not disclosed.

Pernod said the campaign "embodies the authenticity and creative energy of Cuban culture", featuring a musician playing, a couple dancing, a cantinero making a mojito and the Maestro Ronero talking about what rum means to him.

Nick Blacknell, marketing director for Havana Club International, said the campaign sums up the attitude of the Cuban capital, adding: "The people of Havana are known for giving it everything they’ve got and always acting with passion and commitment, whether living life or making rum."

Havana Club revenues were flat in the first half of the fiscal year to the end of December, with a 2% volume increase offset by a 2% negative price/mix effect.