HATUEY® Invites Art Community to Design its Next Ad
CORAL GABLES, Fla., Aug. 8, 2012 /PRNewswire/ — HATUEY®, the newly-crafted ale, announces the launch of its HATUEY and the Arts contest to find the next creative mind behind the legendary beer’s upcoming marketing campaign. Open to the public, the HATUEY beer art contest invites both experienced and aspiring artists, 21 years or older, to share their ideas, showcase their work and have their art piece appear on an HATUEY beer ad.
The iconic Cuban ale has evolved through decades of experience and refinement; however, searching for talent within the community is not new to the brand. Many of the brand’s ads from years past were designed by loyal consumers especially during the beer’s most successful period in the 1950s.
“We are excited to once again give the community the opportunity to influence the creative direction of this brand as it was done in the 50s,” said Anler Morejon, HATUEY Brand Manager. “The contest establishes an accessible platform for artists who seek recognition in both the cultural and marketing landscapes while allowing the brand to connect with consumers.”
Legal drinking age artists interested in participating in HATUEY and the Arts should submit their original artwork online via www.HATUEY.com/HatueyandtheArts or by mail, no later than September 14. The artwork will be reviewed by an expert panel of judges comprised of local advertising and art community members, who will select 10 finalists that will be granted a cash stipend to develop and refine their work.
The HATUEY beer team will showcase the finalists’ artwork at local galleries. In addition, the final pieces will also be displayed on the HATUEY beer Facebook page, www.Facebook.com/HatueyBeer, for fans to select their favorite design.
“It makes sense to involve the community in the brand’s creative process,” said Emilio Sauma, President of Gables Hispanic Cultural Foundation. “Who better than the consumer to lead the future of HATUEY through an inspiring art piece.”
On December 7, the Grand Prize Winner will receive $5,000; Second Prize, $2,000; and Third Prize, $1,000. All original artwork will be included into the brand’s art collection and may be exhibited in the company museum.
For more information on the official rules, please visit: www.HATUEY.com/HatueyandtheArts
For more information on HATUEY, please visit: www.HATUEY.com
ENJOY HATUEY® RESPONSIBLY.
©2012 HATUEY AND THE INDIAN HEAD DEVICE ARE REGISTERED TRADEMARKS OF BACARDI U.S.A., INC. BACARDI U.S.A., INC., CORAL GABLES, FL. BEER.
Originally brewed in the Cerveceria HATUEY in Santiago de Cuba in 1927, HATUEY was Cuba’s first premium beer named after the Indian Chief Hatuey – the leader of the Taino tribe of Indians in the early 16th century. Joaquin Bacardi, a Harvard graduate with a degree in Chemical Engineering, was sent to Copenhagen in the early 1930s to learn the art and science of brewing and became HATUEY beer’s first Brew Master. Expanding to meet the ever increasing demand for HATUEY, the Cerveceria Modelo in Havana opened in 1947 and had such success the expansion continued with construction of a state-of-the-art brewery, Cerveceria Central, which went on line in 1953. By the late 1950s, HATUEY was the number-one premium beer in Cuba and dominated the Cuban beer market selling more than 12 million cases a year. Today, the newly-crafted Pale Ale inspired by the authentic Cuban taste, is brewed in small batches at a family-owned brewery in the United States following a traditional craft beer brewing technique. www.HATUEY.com