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.”