Diageo Canada promotes Captain Morgan
By Adnews Staff
Diageo Canada has released a new campaign to promote the redesigned packaging of Captain Morgan rum. The campaign includes a 30-second television commercial called "En Guard" which uses the tagline "Got what it takes to be a Captain." Out-of-home advertising will also be used nationally, along with radio ads in the Atlantic region. The campaign was created by Grey Worldwide of Toronto. According to Diageo, this is the first time the Captain Morgan brand has used advertising produced in Canada rather than imported from the U.S. "Our new TV commercial effectively captures the fun loving, adventurous spirit of Captain Morgan," said Michele D'Angelo, category director at Diageo Canada. "While the captain was a real life figure in 1680, we wanted to bring his spirit to life in a modern day sense. To accomplish this we coined the phrase 'modern day piratical behaviour.' The result is a dynamic, swashbuckling modern day adventure that is very ownable by the Captain Morgan brand." Promotion for the new packaging also includes a national bilingual public relations program from Strategic Objectives of Toronto. This effort consists of a media tour featuring the Captain Morgan spokescharacter, as well as rum tastings for media personnel in Quebec.