Rum brand Captain Morgan will roll out a new £4.6 million marketing campaign in a bid to strengthen its growing portfolio, and encourage consumers to take on the character of Captain Morgan himself.
Its new Live Like The Captain campaign is designed to drive distribution within the convenience channel with a combination of TV, out-of-home, video on-demand, YouTube, social media and digital partnerships. The new advertisements place Captain Morgan at the centre of the campaign, giving consumers an instantly recognisable link to the brand, which has grown by 14.5% in the last year.
The 20-second spot will encourage consumers to “put your captain face on” and “captain the night”, while a 10-second TV creative will highlight the perfect combination of Captain Morgan and cola.
Claire McQuattie, head of Captain Morgan marketing for Western Europe, said: “Captain Morgan is on a journey of consumer awareness in the UK. We hope our campaign will drive excitement and mass awareness for our portfolio in an engaging way that consumers can relate to. Rum is one of the fastest growing categories within spirits, worth £323m in the off-trade. This trend presents a great opportunity and with Captain Morgan white we hope to replicate the fantastic growth we’ve seen with Captain Morgan original spiced gold. Our communications will look to target the rum consumer in a variety of ways over the coming weeks.”
The media campaign will amplify the profit opportunity for licensees of a category with vast sales potential, further raising the profile of rum as an innovative, exciting and accessible spirit for consumers, brand owner Diageo added.
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