Did football and Euro 2012 need to take itself quite so seriously? Of course it didn’t – and Captain Morgan was the man to shake things up.

Making the most of a relatively small budget, we pricked the pomposity of overpaid players, their WAGs and hangers-on. The Captain’s tongue-in-cheek, rallying anthem called out to lads and lasses everywhere – to enjoy the footy, of course – but to enjoy the legendary three-week party even more.

YouTube link below: (play loud!)
https://www.youtube.com/watch?v=zq-ZkDsD5lY
(original campaign video expired)

– Gained 50k+ Facebook fans through social seeding
– Clocked up over 2 million YouTube views in 5 weeks, with a very healthy 93% ‘Like’ rating
– Great Britain: +15% value in the on-trade, off-trade sales were +156% vs Previous Year
– Germany: +73% growth vs Previous Year in Q4 Denmark: 30% share over the football period (vs 10% MAT)

 DIAGEO MARKETING BRILLIANCE AWARDS
(Europe Region) 2012
Best Integrated Campaign Award
Captain Morgan’s Spiced Euro 2012 Football Campaign