With a digital first approach, the new campaign aims to put Captain Morgan front of mind for consumers this festive season 

Captain Morgan is launching “Better Than Gold” – a new fully integrated marketing campaign which will consist of a high-reaching media plan and run across multiple consumer touchpoints; including an immersive gaming experience and extensive social media and influencer engagement activity. The campaign is launching in the UK first, before being rolled out to multiple key markets.

Produced by Anomaly, and directed by Amber Schaefer, the campaign has unveiled a new TV advert which puts a playful spin on a traditional money heist with a female protagonist racing against the clock to successfully open a safe which contains Captain Morgan Original Spiced Gold. With its fun, hyperbolic statement on product quality and the brand’s delicious taste surpassing even gold, the advert looks to generate excitement around the brand’s flagship Original Spiced Gold this festive season.

With rum volume sales now worth £430m in the UK – an increase of 8% over the last 12 months [1] – the new consumer campaign seeks to capitalise on increasing consumer interest in rum and re-energise the brand’s appeal to its core audience through leveraging rum based spirit drink, Captain Morgan Original Spiced Gold. The “Better Than Gold” 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.

To accompany the TV advert, 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. Produced by Unit 9 and Anomaly, users are challenged to take part in a modern treasure hunt made up of three different stages; The Office, The Mansion and The Vault and to solve the puzzles and unravel the mystery as they progress to each new level.

To drive further engagement, Captain Morgan has partnered with Cake to introduce a physical “Better Than Gold” rewards card through a tiered membership system to 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 make the tough decision on deciding who will become the newest members of the crew.

Annalisa Tedeschi, Global Marketing Director at Captain Morgan, comments, “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.

“With our brand new “Better Than Gold” rewards card, interactive gaming experiences and catchy TV advert which lands our product quality messages in a witty, hyperbolic way, we’re breathing new life into the Original Spiced Gold for 2020 and beyond!”

[1] WSTA Market Report 2020

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