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Martin Homent
Martin Homent / Creative Director
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Havana Club

Mint Revolution

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Problem—

Competitor brands were creating pre-mixed cocktails in a can and spending millions on advertising. Havana Club had to fight back in the only way it knew how, with an idea that connected with drinkers through the brands authentic values.

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Strategy—

Use the power of mint, a key ingredient of a Mojito cocktail that grows anywhere, to represent the freshness of a hand-made cocktail. We were also inspired by the Habaneros of Cuba who are resourceful with what they have—like growing food anywhere they can by making gardens on rooftops and even in car boots. 

 
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Idea—

Join The Mint Revolution

We used the freshness of mint to trigger the senses and start a 'mint revolution' — our rallying cry for drinkers to stand up for an authentic (and fresh) cocktail made by hand. The way Havana Club still make it in Cuba.

 
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The revolution—

We partnered with guerilla gardener, Richard Reynolds, to bring urban mint gardens to the streets of the UK. The gardens were made from found materials (each with a provenance story) and grew throughout the day, ready for people to see as they were leaving work and in need of a drink.

 
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Crafted by hand—

To remain authentic to the brand and how they make cocktails, everything was crafted by hand. Even posters for the local bars were made by letterpress. While most bars are reluctant to use advertising from brands, these posters remained in bars years after the campaign finished.

 
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Impact

The campaign won over 10 awards including Best Integrated Campaign at the IMC European Event Awards, Best Brand Experience, Best Art Direction and the Grand Prix at both the Event Awards and IPM Awards.