Captain Morgan has unveiled its global Why You Whying campaign to support the launch of Captain Morgan Spiced Gold 0.0%.
Carefully developed over the past two years by Diageo’s innovation team, Captain Morgan Spiced Gold 0.0% is the first alcohol free innovation from Captain Morgan, and Diageo’s first alcohol free dark spirit.
The campaign was created in response to the common question people get asked if they choose a non-alcoholic drink – ‘Why’? and it aims to challenge the negative societal pressure of being asked ‘why aren’t you drinking’.
The new campaign stars content creator, Nick Fraser, who shot to fame in 2015 after his Why You Always Lying video went viral. Drawing inspiration from Nick’s original content, the new campaign, Why You Whying, features the star singing new lyrics and uses humour to challenge people to stop and think before they ask a friend why they aren’t drinking. He said, “I’ve been in situations where people have asked me ‘why aren’t you drinking?’ so I can really relate to the situation. The campaign is about breaking the stigma of people asking why and I like the message of helping people to feel more comfortable ordering an alcohol-free drink.”
“It’s been great bringing back a meme I made a long time ago – from the production to the director and the team, it’s all been a brilliant experience”.
Samori Gambrah, Global Brand Director of Captain Morgan, commented, “For the launch of Captain Morgan’s first alcohol-free offering, we wanted to do something fun to challenge people to stop and think before asking ‘why aren’t you drinking’. We hope this ad will make people laugh and think in equal measure.
“We want to use the power of our marketing to make responsible drinking a social and cultural norm and partnering with viral sensation Nick Fraser – who exudes creativity.”
The campaign was produced by Outsider and directed by their Cape Town based director Karien Cherry and created by Anomaly. The TVC launched in the UK on October 2. In addition to video content, a series of GIFs and other assets have been created to run across digital.
Watch the full campaign here
Watch the behind the scenes content here
