Captain Morgan has unveiled a new global marketing campaign titled ‘Spice On’ in a bid to refresh the brand’s image.
The campaign intends to appeal to fun-seekers who wish to ‘authentically express themselves’ and bring their ‘own spice to the table’.
The rum company’s most recent marketing push came in December 2020 and featured a group of friends breaking open a safe to find a bottle of Spiced Gold.
Created by agency Anomaly, the ‘Spice on’ 20-second spot displays the different ways in which Captain Morgan fans consume the alcoholic beverage. While one person dips a chicken wing into a rum and cola, another places a dollop of ice cream into a tumbler.
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The new messaging, which features a voice-over from TV presenter and rapper Big Zuu, will roll out nationwide this month.
Content creators and influencers will also push the campaign in Northern Europe.
“‘Spice’ is what makes Captain Morgan delicious, and in our new global positioning we’re shifting the focus to ‘spice’ as a collective ‘you do you’ attitude,” Captain Morgan global brand director, Samori Gambrah, said.
“We wanted this campaign to capture that everyone has their own ‘spice’ to bring. Big Zuu was the perfect partner to kick things off – his attitude, personality and passion for flavour exudes ‘spice’ at every turn.”
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1 Comment. Leave new
You are missing a trick u should be sponsoring brixham pirate festival selling merchandise bottles of rum its a huge festival every year and thousands of people go every year no better place for your brand