The goal of Havana Club is to gain in overall market share, and in particular over its main competitor, Bacardi, by reinforcing the message that Havana Club is the authentic and premium brand of choice.The client brief was to create on-premise (bar) messaging building on "Havanizacion", a long-term brand initiative to become the iconic Cuban brand by capturing and revealing to the world the unique spirit of La Havana.

Following the Cuban Revolution, a group of graphic designers, the Golden team, had turned the silk-screen movie poster tradition into an art form by creating posters for political, social and cultural organizations. During a trip to La Havana, we discovered an extensive collection of posters in a cinema theatre and immediately began to consider how this tradition could be applied to Havana Club. When the on-premise brief came, we knew exactly where we wanted to go...A new approach to the vintage poster provided the perfect platform for communicating Havana Club's authenticity and relevance to a new audience.

Rather than being regarded as generally disposable promotional advertising, silk-screened posters currently being launched in bars are becoming part of their permanent decor.