Diageo: Only One Captain Morgan

Diageo, the drinks company, drove awareness of its Captain Morgan rum brand during the summer months in the UK through association with Leicester City FC, a Premiership football team.

Campaign details

Agency: RPMCountry: United Kingdom

Background

Captain Morgan enjoys high awareness and conversion in the on-trade, but is often not bought by shoppers in the off-trade, who consider spirits and mixed spirits drinks per se as expensive, hard to make and risky to serve at home. And although summer is a key period in terms of the opportunities it provides for relaxed hosting occasions at home, it is also a moment when our target audience can often default to easier, more familiar beer and wine choices.

Diageo realises the importance of embedding brands within culture, and...

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