Morgan v är captain advertising

Captain Morgan introduces new 'Spice on' positioning

"Spice on" is aimed at fun-seeking consumers who want to "authentically något som utförs snabbt exempelvis expressleverans themselves" and bring their "own 'spice' to the table".

The new work, also bygd Anomaly, initially rolls out in the UK this month with the above second ad, featuring a voiceover bygd Big Zuu, the TV presenter, ledare, rapper and grime MC.

The ad shows people enjoying Captain Morgan Original Spiced Gold rum in their own, inimitable ways. For instance, one man drinks a utrymme and cola ice-cream float, while a woman dips her chicken wing into her drink before eating it, with Big Zuu's incredulous röst asking: "Did you just dip your wing in your Captain and cola?" The ad ends with the line: "However you spice, spice on."

This initial push will be followed up with brand activations across Northern europe in the autumn, which will see influencers and content creators come onboard to bring their "spice" to life.

The ad was directed by Ehsan through Friend.

Gambrah said: "We wanted this campaign to capture that everyone has their own 'spice'

ADVERTISING - Captain Morgan

Case Study: Captain Morgan

The brief


Captain Morgan wanted to improve customer recruitment, increase salience and further expand how much its customers love the brands original spiced rum and also the Captain's newly launched white rum. The Captain required exciting and impactful OOH in Ireland that would drive reach and engagement among their target audience, while also adhering to regulatory requirements.

The idea

Creatively we delivered three high impact OOH concepts to drive recruitment, salience and also deliver an engaging drink responsibly message. 

We also collaborated with media to target our audience around high consumption cultural moments.

1 - Standard contextual

There are some proper legends out there that are unappreciated by our target audience. But if not for them 

and their amazing work our target audience’s lives would be a little less awesome and legendary.

This route salutes these forgotten heroes and asks the Captain himself and our target audience to raise a glass and toast these legends.

The clever timing of this campaign tied in with the Irish October bank holiday weekend, which is also the weekend of dayli

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