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Havana
Club,
an
alcohol
rum
beverage
brand,
took
the
task
in
2012
to
defend
its
brands
position
by
rivalling
the
continuous
number
one
hot
brand,
Bacardi
(WARC
Case
Study
2012:
p.2).
Teaming
with
M&C
Saatchi,
the
Nothing
compares
to
Havana
campaign
was
created,
displaying
the
Cuban
culture
using
emotional
selling
appeal,
directly
addressing
the
consumer
with
the
strapline
to
go
see
your
friends,
you
dont
go
on
internet,
you
go
see
your
friends
and
using
other
strategic
selling
techniques;
combining
above
and
below-the-line
activity
including
billboard,
print
and
cinema
advertising,
as
well
as
online
activity
and
PR
support.
The
campaign
exhibited
success
after
winning
Grand
Prix
at
the
Euro
Effie
Awards
2012,
the
gold
standard
in
marketing
communication
effectiveness
(M&C
Saatchi
2012).
Reported
by
Ben
Bold
(6th
July
2011)
Yves
Schladenhaufen,
Havana
Clubs
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
also
actively
promotes
the
Cuban
creativity
and
talents
to
an
international
audience.
M&C
Saatchi
formed
in
1995,
after
brothers
Maurice
and
Charles
Saatchi
were
removed
of
their
chairman
titles
at
Saatchi
&
Saatchi
by
shareholders.
Brutal
Simplicity
of
Thought
is
the
core
philosophy
of
the
agency,
with
recent
clients
including
NatWest,
TFL,
Ballantines
Whisky,
Peroni
and
Havana
Club.
In
2000
M&C
Saatchi
won
Agency
of
the
year
and
officially
overtook
Saatchi
&
Saatchi
in
billings
according
to
the
M&C
Saatchi
Story
(no
date).
M&C
Saatchi
acknowledge
a
technological
change,
creating
a
Mobile
sector
at
M&C
Saatchi
delivering
79%
growth
in
its
first
year,
utilising
a
Central
Strategy
Unit
to
bring
together
strategists
believing
that
they
[M&C
Saatchi]
are
uniquely
placed
to
help
clients
navigate
the
incredibly
complex
new
world
(M&C
Saatchi,
no
date).
Increase
volume
and
value
market
shares
in
all
markets
against
Bacardi
Marketing
Objectives:
Become
a
hot
brand
(increase
advocates
friends
among
consumers,
become
a
reference
for
bartenders)
Improve
the
brand
consumer
funnel
(awareness,
consideration,
usage)
against
Bacardi
Communication
Objectives:
Improve
brand
image
Be
talked
about:
PR
coverage
The
campaign
titled
Nothing
compares
to
Havana
promoted
the
Havana
culture
known
as
Havana
Cultura
whereby
promoting
contemporary
Cuban
artists,
the
shooting
of
print
adverts
in
Havana
with
genuine
Cuban
people
presenting
Cuban
culture
and
values,
and
promote
a
feature
length
movie
called
7
days
in
Havana
co-produced
by
Havana
Club.
According
to
Steve
Paddok
(2012)
repeating
messages
in
different
ways
will
encourage
more
of
a
response.
The
campaign
media
strategy
was
distributed
24%
in
television,
5%
branded
content,
6%
online/
interactive,
3%
digital,
1%
trade
magazine,
38%
consumer
magazine,
1%
point
of
sale
and
22%
on
other
marketing
techniques
(e.g.
PR)
(WARC
Case
Study
2012:
p.5).
The
wide
range
of
media
strategies
ensures
Havana
Club
that
the
target
audience
have
the
best
opportunity
of
experiencing
their
campaign
increasing
the
probability
of
consumer
consumption.
FCB
Grid
Michael
Ray
developed
an
alternative
hierarchies
model
as
seen
in
figure
1
(Belch
and
Belch
2012:
p.162),
demonstrating
three
stages
on
product
involvement
and
product
differentiation,
with
three
different
outcomes,
to
learn,
validate
and
passively
learn.
However
this
model
fails
to
give
clear
recommendations
regarding
optimisation
of
advertising
content
to
advertise
different
products
(Belch
and
Belch
2012:
p.161-162).
According
to
Michael
Rays
model,
the
alcohol
advertising
industry,
selling
low-involvement
products,
Figure
4:
Havana
Club
-
Nothing
Compares
to
Havana
Advert.
(Source:
WARC
Case
Study
2012:
p.
4)
Figure
4
(WARC
Case
Study
2012:
p.4)
exhibits
the
selected
advert
from
the
campaign
that
will
be
analysed
in
the
following
section
of
this
report.
Creative Strategy
The
unique
selling
point
of
the
Havana
Club
rum
was
its
clear
and
genuine
Cuban
heritage,
as
apposed
to
its
rival
vaguely
Latin
competitors,
Bacardi.
M&C
Saatchi
and
Havana
Club
choose
to
expose
Havana
Club
as
a
Cultural
Brand,
the
only
international
Cuban
brand.
The
agencys
clear
objective
was
to
make
people
experience
the
incomparable
human
and
artistic
culture
from
contemporary
Havana
(WARC
Case
Study
2012:
p.3).
Figure
4
(WARC
Case
Study
2012:
p.4)
exhibits
genuine
Cuban
citizens
with
a
clear
reference
to
the
location
in
the
strapline
In
Havana.
The
display
of
Cuban
cultural
values
throughout
this
advert,
is
a
rare
creative
strategy
used
for
an
international
campaign;
society
shapes
consumers
basic
values,
which
affect
their
behaviour
and
determine
how
they
respond
to
various
situations
(Belch
and
Belch
2012:
p.640).
The
application
of
selling
a
product
in
a
different
country
displaying
native
values
and
norms
as
a
form
of
selling
is
usually
unresponsive,
as
each
country
has
certain
cultural
traditions,
customs
and
values,
which
may
be
un-transferable
between
countries
and
cultures
(Belch
and
Belch
2012:
p.136).
Target Audience
The
Havana
Club
target
market
in
the
wake
of
its
new
campaign
did
not
specify
a
gender
target;
the
spirit
rum
is
a
unisex
product
internationally,
therefore
not
using
any
specific
gender
selling
technique
(WARC
Case
Study
2012:
p.2).
Both
gender
and
sexualisation
of
the
gender
hold
good
selling
techniques
that
cannot
be
directly
applied
to
the
selling
of
Havana
Club,
as
it
is
a
unisex
advert
it
must
display
appeal
of
both
genders.
Women
are
usually
presented
as
traditional
housewives
or
contemporary
independent
women
when
selling
a
product
directly
to
a
woman,
and
men
are
usually
presented
as
independent
and
strong
with
a
strong
use
of
rational
appeal
when
selling
directly
to
a
man
(Zimmerman
2008:
p.72).
However,
the
use
of
women
in
an
advert
selling
a
male
gender
product
sexualises
a
womens
body
and
attitude,
and
a
man
in
a
female
gender
product
advert
displays
a
good
father
and/or
husband
figure
in
the
form
of
a
metrosexual
man
(Zimmerman
2008:
p.77).
Marketing
(2012:
p.14)
reports
there
are
great
alcohol
brands
that
manage
to
disproportionately
appeal
to
women
without
defining
their
rai
son
d'tre
[reason
for
being]
by
gender.
Havana
Club:
Nothing
Compares
to
Havana,
displays
a
balanced
appeal
to
both
men
and
women,
the
advert
displays
both
genders,
neither
in
a
provocative
manner.
The
lady
in
the
background
has
a
low
cut
top
and
the
man
physic
establishes
him
to
be
a
strong
man,
the
interaction
between
the
male
and
female
is
positive,
these
appeals
cover
the
range
of
techniques
of
communicating
with
both
genders.
Print
Advertising
Print
Media
is
a
successful
tool
of
advertising,
used
in
magazine,
newspapers,
collateral
and
out-of-home,
figure
4
(WARC
Case
Study
2012:
p.4)
displays
Havana
Club
Print
advert
used
in
consumer
magazines.
Belch
and
Belch
(2012:
p.405)
suggest
magazines
have
a
number
of
characteristics
that
make
them
attractive
as
an
advertising
medium.
Strengths
of
magazines
include
their
selectivity,
excellence
reproduction
quality,
creative
flexibility,
permanence,
prestige,
readers
high
receptivity
and
involvement
and
services
they
offer
to
advertisements.
Bronner
and
Neijens
(2006)
completed
a
study
whereby
participants
were
surveyed
to
state
their
experience
of
different
mediums.
As
seen
in
figure
5
(Bronner
and
Neijens
2006:
p.93),
print
media,
newspapers,
free
local
papers
and
magazines
present
the
least
negative
emotion/irritation
experience
of
participants
and
magazine
medium
presenting
the
most
successful
medium
in
transformational
experiences
amongst
participants.
Message
The
ability
to
effectively
persuade
an
audience
through
the
use
of
print
adverting
is
dependant
on
the
message;
the
structure
of
the
advert
and
message
appeal
technique
(Belch
and
Belch
2012:
p.195).
Havana
Club:
Nothing
Compares
to
Havana
as
exhibited
in
figure
4
(WARC
Case
Study
2012:
p.2)
demonstrates
the
most
effective
display
of
structure,
research
on
learning
and
memory
generally
indicates
that
items
presented
first
and
last
are
remembered
better
than
those
presented
in
the
middle.
Havana
Club
present
the
product
at
the
bottom
of
the
advert
alongside
the
strapline
and
the
brands
website.
The
visual
content
of
the
advert
is
displayed
from
the
top
to
the
middle
of
the
advert;
subtly
using
persuasive
advertising
techniques,
yellow
clothing
worn
in
the
advert
reflects
the
brands
trademark
colours
alongside
the
pigmentation
of
the
colour
red
in
the
advert.
The
strapline
reads,
In
Havana,
when
you
cant
find
a
party,
you
throw
one,
a
close-ended
conclusion
is
the
technique
used;
although
Belch
and
Belch
(2012:
p.197)
suggest,
more
highly
educated
people
prefer
to
draw
their
own
conclusions,
they
also
state
even
a
highly
educated
audience
may
need
assistance
if
its
knowledge
level
in
a
particular
area
is
low,
it
could
be
assumed
that
M&C
Saatchis
market
research
presented
a
lack
of
knowledge
of
the
Cuban
culture,
therefore
using
this
technique
as
an
effective
tool.
Furthermore,
a
one-sided
message
technique
is
utilised
by
Havana
Club,
due
to
the
campaign
objectives
of
defending
the
brands
position
against
rivals
Bacardi,
a
two-sided
message
may
discourage
the
brand
further;
Belch
and
Belch
(2012:
p.197)
report
one-sided
messages
are
the
most
effective
when
the
target
audience
already
holds
a
favourable
opinion
about
the
topic,
M&C
Saatchis
market
research
may
also
of
concluded
a
favourable
opinion
on
alcohol
beverages.
Havana
Club:
Nothing
compares
to
Havana
campaigns
advert
utilises
an
emotional
appeal
message
through
transformational
techniques.
Puto
and
Wells
(1984:
p.638-643)
define
transformational
advertising
as
one
which
associates
the
experience
of
using
(consuming)
the
advertised
brand
with
a
unique
set
of
psychological
characteristics
which
would
not
typically
be
associated
with
the
brand
experience
to
the
same
degree
without
exposure
to
the
advertisement.
Havana
Club
is
establishing
a
cultural
belief
that
will
be
activated
when
consumers
use
it,
transforming
their
interpretation
of
the
usage
experience
(Belch
and
Belch
2012:
p.294).
Effective Campaign
The
Nothing
Compares
to
Havana
campaign
set
out
to
defend
the
brands
position.
One
objective
to
reach
3.9
million
cases
sold
globally
in
the
2011-2012
fiscal
year
set
to
meet
its
objective,
reaching
3.85
million
cases
globally
sold
in
2011
alone
(WARC
Case
Study
2012:
p.6).
Both
business
and
marketing
objectives
set
out
to
overtake
rivals
Bacardi,
as
number
one
rum
hot
brand,
in
the
Drinks
International
Magazine
2012,
yearly
report,
Havana
Club
was
ranked
number
one
Hot
Rum
Brand
for
the
first
time,
and
even
better
became
the
number
one
brand
in
the
Bartenders
Top
10
for
all
spirits
brands
(WARC
Case
Study
2012:
p.5).
The
success
of
the
campaign
was
noted
and
awarded
with
the
Grand
Prix
the
gold
standard
in
marketing
communication
effectiveness
at
the
Euro
Effie
Awards
2012
(M&C
Saatchi
2012).
The
success
of
the
campaign
could
increase
competition
for
number
one
Hot
Rum
Brand;
Bacardi
may
encourage
their
own
heritage
or
loose
their
vague
association
with
the
Latin
heritage,
dependant
on
market
research
in
strategies
at
the
given
time.
To
encourage
further
success,
Havana
Club
could
promote
social
media
networks
on
print
media
adverts
as
a
call
to
action,
subtly
sharing
their
brand
message
and
weaving
product
promotion
(Kincy
2011:
p.40).
Havana
Club
were
suffering
from
being
the
second
best
Rum
globally,
in
2012
the
brand
teamed
up
with
M&C
Saatchi
agency
with
the
clear
objective
to
defend
brand
position
and
become
number
one.
The
campaign,
Nothing
Compares
to
Havana,
consisted
of
radio,
television,
billboard,
consumer
magazine
and
newspaper
advertising
as
well
as
PR
and
marketing
promotions.
The
success
of
the
campaign
was
evident
and
the
objectives
were
met
when
Drinks
International
published
Hot
Rum
Brands
2012,
with
Havana
Rum
ranking
first
place
for
the
first
time,
with
rivals
Bacardi
falling
short
to
second
place
(WARC
Case
Study
2012:
p.6).
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G
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from:
Business
Source
Premier
[Accessed
2nd
January
2013].