HAVANA, Cuba, Aug 14 (ACN) With nearly 30 years of experience, the joint venture Havana Club International S.A. announced in Havana its new global communications strategy, called Cuba Made Me in English and Hecha para Mi in Spanish
This initiative allows the Cuban rum brand to find in the urban culture the way to connect with its consumers, and in the social media the ideal scenario to express itself, explained in a recent tweet issued by the entity's executives.
They specify a renewed commitment to the presence of fashion, photography and music, which continue being the main thread of their communication, but now from the urban genre.
The brand needs to re-age and explore new horizons, and now directs its entire cultural platform towards a segment of young consumers, who are aged 18 to 25, known as Generation Z, those born in the digital era, the executives added.
As opposed to the previous ones, Cuba Made Me uses social media as its main communication channels, which demand distinctive content, because their creative processes are interactive, in which their consumers create their own visual codes, the experts explain.
However, they clarify, Havana Club does not abandon its regular followers, it only incorporates new consumers, to continue being The Rum of Cuba.
The joint venture Havana Club International S.A. was founded in 993 between the Cuba Ron S.A. Corporation and the French group Pernod Ricard, although its history dates back over 150 years of tradition in the production of authentic Cuban Light Rum.