Captain Morgan breaks new campaign
By Rob Bale
Rum brand Captain Morgan has begun an international campaign called “However You Spice” that encourages consumers to spend time with people in the real world instead of spending time looking at their phones. The creative seeks to use nostalgic imagery intended to remind consumers of the time before smartphones. In Canada, the campaign includes television, digital and social media advertising. The overall campaign will also feature temporary bars installed in locations with no cellular coverage. The initiative was developed by Anomaly UK. In Canada, Captain Morgan is distributed by Diageo.
“We couldn't be more excited to use Captain Morgan's platform to inspire people to step away from their screens and create in-real-life memories with their friends and loved ones,” said Nadia Niccoli, head of marketing at Diageo Canada. “We hope Canadians resonate with the brand's unique approach by using humour and joy to create a meaningful call to action for our consumers.”