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Captain Morgan - Luxury Brand Marketing spirits


  • A brand reboot with more substance and messaging to connect with a new audiences
  • The brand needed breakthrough creative to re-engage its core audience and attract new
  • High potential within the growing brown spirit category
  • Needed brand messaging to showcase the “darker side” of Captain Morgan


  • Created a new and darker version of this well known brand identity
  • New materials all present the brand with more confidence, mystery and intrigue
  • Developed unique cocktail recipes for launch
  • Created a influencer marketing program and materials

Scope of Work

Brand Research Brand Positioning Core Brand Creative Direction Brand Photography Campaign Creative Packaging Design Promotional Materials
The Darker Side of The Captain

Brand campaign

brand book

custom packaging

When Is The Right Time To Get Started?

As a New York City luxury marketing agency, The O Group has been building legendary brands for the past 35 years across the entire luxury sector including hospitality, home products and materials, fashion, luxury jewelry, fine spirits, food and wine. From our proprietary brand positioning and strategy to crafting essential creative assets needed for brand marketing and digital content, we collaborate with our clients on every part of their brand creation and experience. Our proven process has built a reputation for developing luxury branding that is disruptive, highly desirable and uniquely differentiated.