Havana Club

Havana Club, Cuba’s iconic rum brand, has always celebrated its deep cultural roots. But its image has become a little stale, relying on old stereotypes like salsa dancing, dominos, and vintage American cars.

For the launch of Havana Club’s new Mango + Lime rum, we’re ready to give all that a refresh. Our campaign speaks to a younger audience, capturing the vibrant energy of modern Cuba and the pulse of its Gen Z culture. Despite having the world’s slowest internet speeds, Cuba’s youth are breaking through—dancing to hip-hop instead of salsa, rocking bold, fresh styles that shatter old clichés.

“Refreshingly Cuban” is our declaration of this new era. We’re refreshing the way people see Cuba, injecting the bold, youthful energy of our new flavour to excite our audience while staying true to Cuba’s authentic culture. We refresh outdated stereotypes, redefine the essence of Havana Club, and shake off the old, overplayed narratives.