This summer, Cuba made a stop in Bonțida, and Havana Club brought its tropical, free-spirited, and effervescent energy to Electric Castle, brought together under a vibrant concept, implemented by the Highlight Group teams.

All Havana Club activations at EC2025 were developed under the Bodega Havana Club umbrella, and the team of specialists brought together by Highlight Group coordinated every stage of the project — from adapting the creative concept and defining the activation strategy, to production, communication, and on-site implementation — recreating the authentic atmosphere of Havana at one of the most anticipated festivals of the summer.

Together with the Pernod Ricard Romania team, the agency group delivered memorable activations across two key festival areas (EC Village and The Beach), each defined by a mix of tropical energy, spontaneous interaction, and iconic cocktails. Every detail — from the décor to the activation flow and audience interactions — was designed to translate the essence of the Havana Club brand into the vibrant language of the festival.

A tropical story backed by extensive know-how

In the Beach Bar area, the Highlight teams created the perfect Cuban-flavoured setting for the award-winning bartenders from the Cocktail Maestros competition to deliver daily live shows and interactive sessions with the audience. The Tropical Tarot activation was also integrated here — a Cuban reinterpretation of fortune telling — featuring surprise prizes and opportunities for memorable content.

In EC Village, at Bodega Havana Club, the audience stepped into a lively space, carefully designed to sustain the Havana vibe. With Cuban dance sessions, complemented by jam sessions with traditional instruments and the Postcards from Havana initiative, the area became a social hub full of energy, organically generated content, and real interaction.

Everything experienced at the bar was also felt online

All activations were communicated and amplified by the Highlight PR team, which coordinated influencer selection and briefing, media relations, and the content distributed across social media channels, generating a reach of over 200,000.

Havana Club thus established itself as an experiential brand that captured memorable interactions and generated authentic and relevant content for the EC audience.

When Cuba arrives in Bonțida, it’s not just about rum. It’s about how you turn a brand into an experience, a bar into a story, and a festival into a priceless memory you want to relive.

The Havana Club team involved in this project:

Adelina Din-Turcanu – Head of Marketing, Pernod Ricard Romania
Alexandru Mihai – White Spirits Brand Manager, Pernod Ricard Romania

The Highlight Agency team involved in this project:

Ionut Curtean – Managing Partner
Ana Ailenei – Client Service Director
Alexandru Petrea – Chief Operating Officer
Emanuel Babucea – Account Director
Doru Candit – Senior Account Manager
Andrada Rădulescu – Account Manager
Cristina Prundaru – Senior Events Producer
Cristian Olteanu – Production Director
Ioana Constantinescu – Production Manager
Andreea Dobranici – Creative Director
Răzvan Coste – Senior Art Director
Viana Nasu – 3D Senior Artist
Alida Sindie – Senior Copywriter

The Highlight PR team involved in this project:

Aela Cotabiță - Managing Director

Raluca Oprea - PR Manager
Cristi Dorombach – Media Relations Coordinator