More

    Captain Morgan launches new marketing campaign highlighting flagship variant

    Captain Morgan has announced the launch of a new fully integrated marketing campaign that aims to put the brand front of mind for consumers this festive season.

    The ‘Better Than Gold’ campaign is launching in the UK first, before being rolled out to multiple key markets.

    With a digital first approach, the high-reaching media plan will see the campaign running across multiple consumer touchpoints, including an immersive gaming experience and extensive social media and influencer engagement activity.

    A new TV advert will be the highlight of the campaign which will drive awareness and shine a spotlight on the brand’s flagship Original Spiced Gold variant.

    The new consumer campaign seeks to capitalise on increasing consumer interest in rum as rum volume sales now worth £430 million in the UK, an increase of 8 per cent over the last 12 months [WSTA Market Report 2020].

    The campaign will activate during a key sales period and span TV, video-on-demand, digital display, out-of-home, search and social media, beginning with broadcaster video-on-demand activity which is now live across ITV, All 4 and Sky.

    Captain Morgan is also initiating a new Instagram challenge, inviting consumers to further explore the “Much Better than Ordinary Gold” narrative through a series of Instagram levels and find the “real gold” themselves to unlock prizes.

    The challenge – named Captain’s Gold – has begun on the official Captain Morgan GB Instagram page.

    Captain Morgan has also partnered with Cake to introduce a physical “Better Than Gold” rewards card through a tiered membership system.

    This will give participating consumers and their loved ones access to a range of rewards including home delivered Captain Morgan recipe kits, discounts off takeaways, exclusive Captain Morgan merchandise and online game invitations with the likes of YouTube sensation Spencer FC.

    To access these rewards and become an exclusive member of the Captain Morgan crew, individuals will need to tell Captain Morgan what they and their “crew” would be willing to do or trade in order to get their hands on a Better Than Gold card by using the hashtag #ThatsBetterThanGold.

    Celebrity members of the Captain Morgan crew, including Ovie Soko, Sam Thompson, Pete Wicks and Hashtag United will then decide on who will become the newest members of the crew.

    Annalisa Tedeschi, global marketing director at Captain Morgan, commented: “Captain Morgan has long been one of the UK’s most renowned spirit brands. Through our fun and bold “Better than Gold” campaign, we’re looking forward to building energy and excitement around Captain Morgan Original Spiced Gold and we’re thrilled to be creating a series of memorable experiences for consumers this festive season.”

    Latest

    ‘Most Brits use loyalty schemes’

    Most Brits (91 per cent) are now actively involved...

    ‘A third of shoppers have witnessed shoplifting’

    A third of UK consumers has witnessed an instance...

    Vapes and smoking cessation drug Champix show comparable effectiveness, study finds

    A groundbreaking study has revealed that nicotine-containing electronic cigarettes...

    Green cleaning brand Bio-D hits major milestone

    Green cleaning company Bio-D has helped consumers return more than 10,000...

    Don't miss

    ‘Most Brits use loyalty schemes’

    Most Brits (91 per cent) are now actively involved...

    ‘A third of shoppers have witnessed shoplifting’

    A third of UK consumers has witnessed an instance...

    Vapes and smoking cessation drug Champix show comparable effectiveness, study finds

    A groundbreaking study has revealed that nicotine-containing electronic cigarettes...

    Green cleaning brand Bio-D hits major milestone

    Green cleaning company Bio-D has helped consumers return more than 10,000...

    Radnor Hills chief William Watkins elected new president of British Soft Drinks Association

    Radnor Hills founder and chief executive William Watkins has...

    Green cleaning brand Bio-D hits major milestone

    Green cleaning company Bio-D has helped consumers return more than 10,000 of its 20 litre refill containers as a result of its initiative to further reduce...

    Robinsons goes bigger than ever with The Hundred partnership to drive summer sales

    Robinsons is kicking off its third year as The Hundred’s Official Soft Drinks Partner with a campaign set to see both shoppers and retailers...

    VK launches new flavour after crowdsourced campaign 

    RTD brand VK has announced the launch of Apple & Blackcurrant as the latest flavour to join the VK portfolio, following a successful crowdsourced...