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Published in:
Introduction: Real and Imagined Havana Read chapter Read first chapter

2019 | OriginalPaper | Chapter

5. Advertising the City: “Nothing Compares to Havana”

Author : James Clifford Kent

Published in: Aesthetics and the Revolutionary City

Publisher: Springer International Publishing

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Abstract

Kent offers a detailed analysis of the Cuban rum brand Havana Club’s “Nothing Compares to Havana” advertising campaign, which launched in 2010. Focusing on the representation of the city in advertising discourse, the chapter draws attention to the way that pre-existing images are used to market the city of Havana. It represents the first comprehensive study of the campaign that helped to turn Havana Club into an “iconic brand” and explores the impact this had on imaginaries of Havana in the “post-Special Period” context. In addition, this chapter explores the brand’s use of social media for the purposes of connecting with a wider audience. “Havana Club: “Nothing Compares to Havana’” concludes by reflecting on the way advertising images such as those used in the campaign merge real and imagined constructs of the city.

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previous chapter David Bailey’s Havana and the “Post-Special Period” Photobook
next chapter Buena Vista Social Club’s Afterimage
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Metadata
Title
Advertising the City: “Nothing Compares to Havana”
Author
James Clifford Kent
Copyright Year
2019
Book
Aesthetics and the Revolutionary City

Print ISBN: 978-3-319-64029-7

Electronic ISBN: 978-3-319-64030-3

Copyright Year: 2019

DOI
https://doi.org/10.1007/978-3-319-64030-3_5