Havana Club has teamed up with Nigerian singer, songwriter and record producer Burna Boy for its latest creative collaboration: a limited-edition Havana Club 7 Years bottle (RSP £26.99).
It is available from a number of wholesalers, including Bestway, exclusively to the convenience channel throughout July before a full rollout into grocery.
Inspired by cultural headgear of Southern Nigeria, the bottle label features illustrated tassels along its top edge. The rest of the label features an ‘Aso Oke’ background, a handwoven textile worn for special occasions in Nigeria. Palm leaves crown the logo as a nod to the African Union Emblem, whilst the bottom part of the label showcases the Rivers State region of Nigeria, where Burna Boy was born. Each of the 72,000 limited-edition bottles also carries a print of Burna Boy’s signature.
Alongside the bottle, Burna Boy and Havana Club have also released a campaign film which shows the interconnection between Lagos and London. Featuring a voice over by Burna Boy, the film reveals the common culture and shared values people have in the good times they spend together.
Marnie Corrigan, Brand Director at Pernod Ricard UK, commented: “We’re incredibly excited to reveal our latest collaboration with the King of Afro-fusion, Burna Boy, and continue the message of community championed during our previous partnership with Skepta.
“Convenience stores will once again debut this limited-edition bottle, serving local residents first and recognising the integral role local businesses have within the community. We’re confident this campaign will further accelerate brand growth and cement Havana Club 7 Years as a street culture icon amongst Generation Z.”
The launch is being supported by a fully integrated campaign including out-of-home and digital media, alongside a range of POS materials.
