A year after relaunching Havana Club in the United States, Bacardi debuts its new integrated campaign – “Forever Cuban.” “Forever Cuban” affirms that although the brand is no longer produced in Cuba, it is, and will forever be, Cuban.
The campaign launched on YouTube and Havana Club social media channels with a powerful 60-second spot that features Cuban-American actor Raul Esparza, best-known for his roles on Law & Order: Special Victims Unit and Hannibal, reciting “Island Body,” a poem written exclusively for the campaign by world-renowned poet Richard Blanco. Written, produced and directed entirely by Cuban exiles in Miami, and available in both English and Spanish, the film culminates with the tagline “Forced from home. Aged in Exile. Forever Cuban.”
In the poem and the spot video, Havana Club rum proclaims its Cuban roots and boldly warns adversaries “Don’t tell us we’re not Cuban,” just because we are no longer produced in Cuba. From the small screen to reality, the “Forever Cuban” campaign sends a powerful message to all exiles: regardless of where they live, they remain a part of their homeland, reassuring consumers who share similar stories of exile that there is nothing anyone can do to take away their identity. To further convey the brand’s story of exile, perseverance and resurgence, Havana Club rum has unveiled a new website in tandem with the campaign launch: http://TheRealHavanaClub.com