Capturing the Cuban spirit
Do you know how to make an authentic Cuban Mojito? Sharing the secret to making the 'original Mojito' is what Havana Club's successful Moijto Embassy campaign is all about. Supporting the campaign is their distinctive green truck, which will tour German cities in 2016.
In Mojito Embassy bars, guests can sample the Cuban lifestyle thanks to Havana Club. Professional bartenders demonstrate the art of making the famous Cuban cocktail, aiming to win over fans who will then share their excitement with friends and acquaintances.
"The Mojito is all the rage right now and is one of the most popular cocktails in the world. But very few people know how it is made according to the original Cuban recipe," explains Benjamin Franke, Marketing Manager, Pernod Ricard Deutschland. The event tour won the Cuban Mojito many new fans in 2014 and 2015; some 10,000 guests were trained to be Havana Club Mojito ambassadors and received a personal ambassador code. This entitled them to buy the Mojito starter kit – a lime press, white cane sugar, napkins, original Mojito glasses and a 1.50 Euro discount code towards a bottle of Havana Club 3 Años – at a reduced retail price.
In pursuit of the authentic Cuban Mojito
Retail stores have not been forgotten in this campaign. Shoppers get their own taste of Cuba in the form of a corrugated board display resembling the green Mojito truck. With the trailer designed as a flexible pallet cladding, the overall display size can be adjusted to fit the space available. The cab sits at the front, unattached, with any number of displays placed behind.
The trailer cladding can accommodate merchandising units – containing individual bottles or six-packs – as well as more eye-catching retail ready displays, which are also used alone in smaller stores. These standalone displays combine graphic design that imitates a stucco finish with overhanging trays of bottles, reflecting the key features of traditional Cuban houses while also making the product more accessible. Presenting limes and mint and even sombreros on the top shelf helps to complete the Cuban ambience.
During the 2015 tour the Havana Club brand drew consumer attention with eye-catching product presentation and by engaging target groups through various channels; the combined effect was powerful and sent retail sales soaring.