Havana Club rum has appointed Agency Assessments to approach network agencies about creating a pan-European campaign.
The Cuban rum brand is in early discussions with several networks about improving its profile in the region.
The spirit is jointly owned by Pernod Ricard and the Cuban state-owned Havana Rum and Liquors. Pernod Ricard will be running the pitch.
The campaign will centre on the central Havana Club brand. This comes in five variants, including the white rum Anejo Blanco and the darker rums Anejo 3 Anos, Anejo Especial and Anejo Reserva.
Previously, the spirit has used print ads to promote the product. However, it does not have an incumbent agency.
TBWA\London and Fallon are both on the Pernod Ricard roster. TBWA promotes brands including Chivas Regal whisky and Martell Cognacs, while Fallon handles Jacob’s Creek wine. However, Fallon’s appointment earlier this year to the Bacardi account will exclude it from Havana conversations.
Agency Assessments and Pernod Ricard were unavailable for comments as Campaign went to press.
