Ben Bold
Aug 8, 2022

Captain Morgan introduces new 'Spice on' positioning

Global campaign a a precursor for brand activations later in the year.

Captain Morgan has embarked on a swashbuckling global campaign featuring a new positioning and strapline, "Spice on".

Samori Gambrah, Captain Morgan's global brand director, said: "'Spice' is what makes Captain Morgan delicious, and in our new global positioning we're shifting the focus to 'spice' as a collective 'you do you' attitude.

The rum brand's previous messaging was more piratically themed and used the slogan "Better than gold". The most recent significant push was in December 2020, featuring an Anomaly-created spot in which a trio of twenty-somethings crack open a safe to reveal a bottle of Spiced Gold.

"Spice on" is aimed at fun-seeking consumers who want to "authentically express themselves" and bring their "own 'spice' to the table".

The new work, also by Anomaly, initially rolls out in the UK this month with the above 20-second ad, featuring a voiceover by Big Zuu, the TV presenter, chef, rapper and grime MC.

The ad shows people enjoying Captain Morgan Original Spiced Gold rum in their own, inimitable ways. For instance, one man drinks a rum and cola ice-cream float, while a woman dips her chicken wing into her drink before eating it, with Big Zuu's incredulous voice asking: "Did you just dip your wing in your Captain and cola?" The ad ends with the line: "However you spice, spice on."

This initial push will be followed up with brand activations across Northern Europe in the autumn, which will see influencers and content creators come onboard to bring their "spice" to life.

The ad was directed by Ehsan through Friend.

Gambrah said: "We wanted this campaign to capture that everyone has their own 'spice' to bring. Big Zuu was the perfect partner to kick things off – his attitude, personality and passion for flavour exudes 'spice' at every turn."

Captain Morgan is owned by Diageo and is one of the world's leading rum brands. It comes in several variants, including dark and Spiced Gold.

 

 

Source:
Campaign UK

Related Articles

Just Published

10 hours ago

Skoda India parks creative mandate at Wunderman ...

The mandate was bagged following a multi-agency pitch, and the account will be led out of Wunderman Thompson’s Mumbai office.

10 hours ago

Why TikTok is not the place to be for brands during ...

Before and after the game are a different story as brands “scratch the surface” of what they can do on the platform for big events.

10 hours ago

Accenture brings on Magic Leap chief design officer ...

James Temple to head up Accenture Song’s metaverse capabilities, succeeding Mark Curtis, who is moving to its global sustainability studio.

11 hours ago

Arthur Sadoun interview: Publicis’ ‘profound ...

CEO talks to Campaign UK at Q4 results about rewarding talent and paying an average salary increase of 8% last year.