Captain Morgan had a new product that demanded its own voice.
We strategized a reboot with bold personality to own the spiced rum category.
THE CAPTAIN REBORN
AUTHENTIC AND BOLD.
The brand faced increasing competition from bolder, higher proof offerings in rum, whiskey and from copycat brands. To remain relevant to a new generation, the Captain had to claim ownership of the category through reimagined communications and packaging. A more authentic aspirational portrayal of the Captain captured consumers.
A more authentic aspirational portrayal of the Captain captured consumers. On the trade side, encouraging new occasions and non-traditional consumption present huge opportunity.
Introduce Spiced Rum to the brown spirit enthusiasts.
Rum so fierce it could kill Satan himself.
THE TASTE OF BLACK.
The gatekeeper kit and brand book emphasize that this Spiced Rum actually drinks like a whiskey. The captain is recast as a force to be reckoned with. The addition of the whiskey stones drive home the point that this rum has been reformulated for sophisticated flavor, capable of replacing other brown spirits.
Create a new foundation to build from.
THE CAPTAIN’S SPIRIT
Ultimately the work that we did was just the beginning. The new voice and tone was communicated through the brand book and embraced by other partners to execute across a range of platforms.
"We took one look and immediately sent several kits to the global president in the UK, so your amazing work has literally started to travel around the world."