HAVANA CLUB
“Havana Club and Skepta share a common vision of community: vibrant, united, creative and enriched by its cultural connections. And with Cuba having one of the largest Yoruba diasporas in the world, there was an even stronger connection with Skepta, who’s a chief of his tribe in Nigeria.”
GRACE LADOJA, MUSIC MANAGER, FILMMAKER, CREATIVE CONSULTANT AND CO-FOUNDER OF METALLIC INC.
In July 2020, a new limited edition Skepta Havana Club 7 Rum bottle was released, designed with British grime musical artist Skepta and inspired by the brand’s Cuban roots and the musician’s Nigerian heritage. In the UK, the bottle was initially released exclusively in corner shops, a key market channel for Havana Club to introduce the brand to new consumers, before being offered on e-commerce sites in other markets. Featuring Nigerian cultural symbols, the bottle reflects a shared global community of cultural connections, a sentiment further demonstrated by the brand’s parallel support of Metallic Inc, a grant and mentorship scheme that aims to empower Black creative voices. With a 65M reach in eight markets, the success of the initial campaign among younger adults led to a second HC7 limited edition release by Skepta, as well as the launch of a new product, Rum of Skepta, in September 2021.
2,000
NEW POINTS OF SALE WITHIN
THE CONVENIENCE CHANNEL
IN THE UK WHERE HC7 IS LISTED,
THANKS TO THIS CAMPAIGN