|£2.2m marketing campaign unveiled for Captain Morgan's Spiced|
|Written by Rosie Martin|
|Friday, 21 September 2012 15:20|
Diageo GB is investing £2.2 million in Captain Morgan’s Spiced rum’s biggest marketing campaign to date which will feature its first TV ad.
The TV creative titled Gone will show four friends enjoying Captain Morgan’s Spiced and cola from a branded tankard, ending with the tagline “Got what it takes to live like the Captain?”.
During the run of the TV ad, consumers will also be offered the chance to claim a branded tankard with each purchase by entering the code found on their bottle’s neck collar onto the brand’s Facebook page.
Violeta Andreeva, Captain Morgan’s Spiced marketing manager at brand owner Diageo GB, said the off-trade campaign would “encourage trial of golden rum based spirit drinks among male consumers and give fans the chance to recreate the experience they have seen in the TV ad”.
The golden rum category as a whole is growing at 7% year-on-year and Captain Morgan’s Spiced holds 63% volume share of the category due to its 8% growth over the past year.
Andreeva continued: “The new TV campaign has been created to maintain this upward trend by attracting more male consumers into the golden rum category through dialling up the personality of the brand and its relevance to at-home occasions.”