Captain Morgan

Captain Morgan is an iconic, legacy brand, with a dedicated fan base. But to remain iconic, we needed to raise awareness amongst a younger generation of LDA drinkers, and invite them into the Captain Morgan world.

Coinciding with NFL season, we were challenged to bring Captain Morgan’s brand purpose to life - to unleash the spirit of adventure - and recruit the Gen Z audience. Showing up in a meaningful and authentic way for Gen Z meant more than just ads were needed.

Through ‘Follow the Captain’, every communication functioned as a gateway to a bigger experience, giving fans the opportunity to unlock unforgettable performances, events and prizes, all season long, and established a platform through which to support ongoing campaigns.

The good news is that early results point to success, with Gen Z awareness on the up.

Role: Business Director, Anomaly