A digital mojito
Mojitos, music, food, street art… Pernod staff managed to create a Little Havana district in the heart of Paris. The sixweek campaign had two aims: provide lessons in making a true Cuban mojito and at the same time bring the Havana Club brand experience to life. A digital platform was used to collect CRM data from participants, who enjoyed specially priced mojitos, while 16 guest bloggers and journalists helped drive an online and offline campaign during the event. The programme succeeded in its mojito topof- mind and consumer education goals, attracting more than 40,000 participants; 35,000 mojitos were prepared during the campaign, which received more than 100 mentions in the press. It is set to be repeated this year.