Captain Morgan invests £4.6m in TV campaign

Captain Morgan New Campaign Still 1.2

Captain Morgan is taking its iconic ‘Captain’ back on TV with a new £4.6 million marketing campaign that will also make use of social media and digital platforms.

With the tagline ‘Live Like The Captain’, the 20 second TV advert shows a party in full swing on a pirate ship, the main character has the Captain’s face superimposed onto his. A 10 second TV spot shows the same Captain character with another character on horseback on the beach. The female rider has a can of cola superimposed on her. The juxtaposition is meant to highlight the perfect serve of Captain Morgan and cola. The 10 second clip will be available to view on YouTube, VOD, Vevo pre-roll, digital out-of-home and mobile.

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

Watch the ads Captain Morgan ‘ship’ ad and Horseback

Category: Brand News, News, Spirits
Tags: Captain Morgan, Claire McQuattie, rum