Captain Morgan has invested £1m in a new above-the-line marketing campaign for its newly launched white rum, with advertisements appearing on Facebook this week and television spots from 3 August.
Through a combination of television and out-of-home advertising, social media activity and digital partnerships, the campaign will seek to drive mass awareness of the brand and enhance its strong position within the UK’s rum category.
At the heart of the campaign is a series of five television advertisements that show shipmates being asked whether they prefer Captain Morgan white rum or a selection of piratic alternatives such as treasure, a shell, gold teeth and a monkey. The commercials conclude by underlining how “nine out of ten crewmates prefer Captain Morgan white rum”, delivering the key message that white rum has a new captain.
Brand owner Diageo also claimed that there would be a number of surprises interspersed with the campaign in order to build further excitement, and it has partnered with BuzzFeed to provide engaging content to an estimated 18m consumers every month as part of a brand first.
The company said that “this Captain Morgan white rum seven-figure media campaign will amplify the profit opportunity for retailers of a category with vast sales potential, further raising the profile of rum as an innovative, exciting and accessible spirit for consumers.”
Claire McQuattie, head of Captain Morgan marketing for Western Europe, added: “Our launch campaign will drive excitement and mass awareness for our new variant, Captain Morgan white rum. We will drive Captain Morgan white rum to create new news in the largest segment of rum, and we will re-ignite and add excitement to the category. The new white variant is a perfect complement to our existing offerings – Captain Morgan original rum and Captain Morgan original spiced gold. Our communications will look to target the rum consumer in a variety of ways over the coming weeks.”
© FoodBev Media Ltd 2024