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By Rebecca Stewart, Trends Editor

May 5, 2016 | 2 min read

Captain Morgan is aiming to "revitalise" the fast-growing rum industry with a new £4.6m campaign, which places its bearded mascot front and centre.

'Live Like the Captain' has been designed to give consumers an instantly recognisable link to the brand, by enlisting Captain Morgan himself to lead the creative.

Turning the word 'captain' into a verb, the drive encourages fans to 'captain the dancefloor,' and 'captain the night' to underline the rum maker's ethos, which it says centres on friendship, camaraderie and living life to the full.

Running across TV, YouTube, OOH and other platforms, there are several iterations of the creative.

A recent Global On-Trade report placed golden rum in a category worth £524m to the on-trade, putting the growing white rum industry at £205m. Captain Morgan wants to disrupt the latter category, and raise the overall profile of its Captain Morgan White and Captain Morgan Original Spiced Gold products with the campaign.

“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," said Claire McQuattie, head of Captain Morgan marketing for Western Europe.

"Rum is one of the fastest growing categories within spirits. This trend presents a great opportunity and with Captain Morgan White we hope to replicate the fantastic growth we’ve seen with Captain MorganOriginal Spiced Gold. Our communications will look to target the Rum consumer in a variety of ways over the coming weeks," she added.

Leicester City fans raised a toast to the rum brand earlier this week after it revealed on Twitter that it was set to change it's packaging to honour the club's Premier League win.

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