Havana Club Rum engaged M&C Saatchi Paris to create a feature film called ‘Seven Days in Havana’ about life in the Cuban capital city in 2011.
Photo: www.brandrepublic.com

The film, co-financed by the Havana Club-owner Pernod Ricard, was shot in the Cuba’s capital during this spring. There is no actual product placement in the film, because Havana rum is one of a few alcoholic brands in Cuba and the rum features in the finished product anyway, says Ad Age.

Each of the seven parts was directed by the film world stars, including actor Benicio Del Toro and directors Gaspar Noé and Laurent Cantet. Each film depicts a day of the week in Havana.

M&C Saatchi, which also coordinated the producing of the rum’s ‘Nothing Compares to Havana’ campaign, created the film in collaboration with production companies Fullhouse and Morena Films. The film is currently entering post-production. Distributor Wild Bunch International promoted the 100-minute picture at this year’s Cannes film festival.

Yves Schladenhaufen, Havana Club’s international marketing director, said: «Havana Club is known as the genuine inheritor of Cuban rum tradition. Not only has it become a true ambassador of Cuba across the globe, but it also actively promotes the Cuban creativity and talents to an international audience. This film will offer a natural platform to talk about the brand across many markets and through these seven short movies, they convey the fascinating and unique spirit of Havana.»

Havana Club is No. 28 in a ranking of the Top 100 Most Powerful Spirit and Wine Brands 2011 by Intangible Business, a brand-valuation consultancy. That’s only one spot below Veuve Clicquot champagne and three behind Gordon’s Gin. In a company report called ’15 Strategic Brands,’ Pernod Ricard claimed Havana Club has averaged 16% annual growth in sales since 1994. Other important markets for Havana Club include Spain, France, Greece and the U.K.

Havana Club can’t be sold or advertised in the U.S. because of the embargo on Cuban products, but Pernod Ricard is hoping that ‘Seven Days in Havana’ will run in American cinemas.

The project reminds of another Pernod Ricard’s brand ABSOLUT arts campaign ‘5 Days La Roma’.