To celebrate the launch of Captain Morgan Original Spiced Gold and Pepsi MAX, coming together to create a delicious new RTD beverage, Captain Morgan GB is rolling out a convenience-first support plan in the impulse channel.
Shoppers are not willing to compromise on quality with RTDs and are seeking premium alcohol serves. To help retailers capitalise on the booming RTD category, which is currently in 25 per cent growth in Great Britain , the brand kicked off with a teaser campaign, gifting retailers up and down the country with an exclusive first look and taste of this iconic duo. To drum up further excitement, retailers were offered an array of bespoke POS suites alongside gifted stock to deliver stand-out instore activations and create a buzz on social media. These retailers will be entered into a prize draw, where the retailer that shares the best imagery across socials will have a chance to win six months’ worth of stock.
Running in tandem with the convenience channel activations, a successful consumer launch event "The Mixer" took place at Kachette in Shoreditch, a convenience store frontage, concealed the entrance to an exclusive party venue. Supporting their convenience-first strategy, Captain Morgan GB adopted a guerilla style approach to London-based retailers offering talent line-up posters promoting the event, and a pair of tickets to giveaway to their customers - helping to drive in-store engagement. Retailers and industry influencers then mixed alongside with DJs, Love Island stars and social media influencers to celebrate the launch.
“It’s great that Captain Morgan have recognised that as retailers, we are perfectly placed to deliver a great launch through our convenience stores," said Atul Sodha, owner of Londis Harefield. "The support structure and The Mixer showcased the product – and with so many influencers in the room, it makes the launch relevant for the consumer too, as they can associate with the celebrities. In turn this helps us to be relevant when the product is on shelf. Having the chance to meet the Captain Morgan team also gave us a real insight into how the team is working closely with convenience retailers to make a splash with this launch.”
David Mills, Commercial Sales Manager, Diageo comments, “Engaging with convenience and impulse retailers across the country is part of our long-term strategy here at Diageo, as we recognise the importance of the channel in driving distribution and launching innovation. RTDs perform particularly well in this channel as they’re easy to consume on-the-go so it made perfect sense for us to develop a bespoke activation plan to support the activity.
The initial launch of Captain Morgan Original Spiced Gold mixed with Pepsi MAX has created a real buzz within the industry and we’re excited about the potential of this fantastic new addition to our RTD portfolio.”
To bring some spice to your store with Captain Morgan Original Spiced Gold mixed with Pepsi MAX register for Diageo ONE to access marketing advice and bespoke POS solutions.
Captain Morgan Original Spiced Gold and Pepsi MAX is available across all major retailers and wholesalers, in 330ml cans, 250ml slimline cans, and multipacks of 6 x 250ml can. The launch is being supported by OOH, BVOD, digital, social and disruptive sampling.
Jo Taylorson
