Overall

Havana Club’s 7 years rum was challenged by new emerging brands and tendencies, calling for a relaunch of the HC7 brand to claim a more trustworthy premium positioning, than “being an alternative to Bacardi”, targeting the group of “Global Ambitions Socials”

Overall assignment

Strategic proposition of 1-3 global “tribes”, that would enable a successful relaunch as a brand, consumers not just buy, but connect with.

Insights

The target group was primarily men in their mid-30’ies, with a blended work/life balance, high income and married. Purchases based on desired image. Primary expenditure was on travel and going out, discovering new destinations and be seen in the “right” places with their significant other to build image. This had to be matched with the Cuban soul and history of the brand. The target group sought out specific products and brands that spoke to the desired image. They also spent time on purchasing products that would make them stand out and at the same time seem premium and “in the know”.

Solution

Through a triangular process of clarifying the different aspects of the product, the brand, and the target group, defining common denominators, which would direct the selection of 3 tribes: Live Music – Craftsmanship – Photography – all appealing to the way we as human experience – through our eyes, our hands, and our ears.
All three tribes that matched the visual aesthetics, the tradition and musical Cuban soul of HC7, appealing to the search for premium experiences, trustworthy brands and social nature.