Captain Morgan

I helped cement Captain Morgan as the go-to brand of choice for young clubbers and party-goers across Europe.

I created a new breakthrough serve – the Cannonball – together with high-visibility, best-in-class bar wear and in-store point-of-sale. An on-trade sampling activation to launch the darker flavours and back story of the more mature, Captain Morgan Black Spiced. A Secret(ish) Society with a socially-connected ritual was also planned.

I also created a viral campaign to promote the brand during the Euro 2012 Football Tournament. Making the most of a relatively small budget, I helped prick 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 three-week party even more.

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

With the Captain's spirit no a firm favourite amongst crew mates as a result, nights out have become even more legendary...

Viral Campaign results:
– 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