Captain Morgan, the number 1 rum brand, is launching a new campaign titled ‘Spice On’ today, debuting a vibrant new pack design while maintaining the same quality liquid and fun, and adventurous spirit of the Captain.
The new high tempo TVC is set against Nigerian Afrobeats singer, songwriter Yemi Alade’s upbeat track ‘Baddie’ and stars Kunle Oshodi-Glover aka ‘Shody’ as the voiceover.
Celebrating a group of friends that bring their individuality to the table, the TVC follows our protagonist as she moves through a series of vibrant settings on her way to a DJ set. The protagonist brings her own ‘spice’ to each scene with playful twists on how to enjoy Captain Morgan. From a watermelon punchbowl to a BBQ pineapple & lemonade, she inspires her crew to get creative, culminating in someone dunking a chicken wing into their Captain & Cola. This serves as an inspiration, inviting you to ‘groove’ with your Captain Morgan.
The creative introduces Captain Morgan’s vibrant new pack design, placing the quality, flavor, and ‘spice’ of the liquid at the forefront of the design. The new pack also features a refreshed version of the brand’s famous Captain icon, maintaining recognizability while allowing the liquid to shine through as the hero.
The campaign will run through the line unveiling firston social and digital followed by a 45 second TV commercial, out of home sites as well as appearing in both on and off-trade retail channels.
