Following its successful launch earlier this year, Diageo is unveiling a new seven figure above the line campaign for Captain Morgan White Rum, set to hit Facebook today and TV screens from Monday August 3.
The seven figure marketing campaign is designed to drive mass awareness, and build on Captain Morgan’s existing leading position within the rum category as defined by CGA and Nielsen by executing a multi-channel and multi-media launch, maximising the number of consumers that can be reached. Through a combination of TV, OOH, social media and digital partnerships, the campaign will bring this message to life to nearly three quarters of the legal drinking population. Furthermore, in true Captain Morgan style, there will be some surprises interspersed along the way to build further excitement amongst the vibrant rum consumer audience.
A series of adverts have been designed to deliver the clear message that ‘White Rum has a New Captain'; a Captain with irreverent charisma and one that is offering a delicious, credible white rum. In a brand first, the campaign will also see Captain Morgan partner with BuzzFeed to provide engaging content to reach an estimated 18m consumers per month.
Claire McQuattie, head of Captain Morgan marketing for Western Europe, comments: “Our launch campaign will drive excitement and mass awareness for our new variant, Captain Morgan White Rum. We will drive Captain Morgan White Rum to create new news in the largest segment of rum, and we will re-ignite and add excitement to the category. The new white variant is a perfect complement to our existing offerings – Captain Morgan Original Rum and Captain Morgan Original Spiced Gold. Our communications will look to target the Rum consumer in a variety of ways over the coming weeks.”
White rum remains the largest rum segment with a 41% Value share [GB Total Trade: ScanTrack MAT data to 20/06/2015 amp; CGA Strategy Brand Index MAT data to P06 (13/06/2015)] and Captain Morgan White Rum is perfectly positioned to boost the category.
Rum is responsible for 21% of the Spirits category value growth1 and the category is worth £845m. With Captain Morgan attracting 123% [Homescan Data 52w/e 20th June 2015 vs 21st June 2014] more new shoppers in GB this year vs. last year in the off trade,. Captain Morgan Trademark is the fastest growing Rum brand as defined by CGA and Nielsen in both Volume and Value in the total trade [GB Total Trade: ScanTrack MAT data to 20/06/2015 amp; CGA Strategy Brand Index MAT data to P06 (13/06/2015) – Actual Volume amp; Value Chg].
The TV ads can be seen here:
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