Morgan’s Spiced undergoes £7m rebrand
Diageo rum brand Morgan’s Spiced has been renamed Captain Morgan’s Spiced as part of a £7m rebrand which includes a new look and TV campaign.
The move by Diageo looks to bring Morgan’s Spiced into line with the global Captain Morgan brand, with marketing manager Ali Wilkes saying that consumers are already aware of the Captain Morgan brand from the dark rum. Introducing the Captain figurehead to Morgan’s Spiced, he argues, will “create synergy across the two brands and also give Morgan’s Spiced an identifiable personality”.
"We’re also keen to reassure consumers that although the presentation of the brand is slightly different, it’s still the same great tasting liquid that they know and love inside the bottle,” he added.
The rebranded rum will be available in the UK from June and includes a new label featuring Captain Morgan himself.
The roll-out will be supported by an on-trade campaign featuring 3,000 Captain’s party nights, POS promoting the drink’s signature serve of “Captain and cola” and a national TV advertising campaign launching in the autumn.