Following its launch earlier this year, Captain Morgan White Rum has unveiled a new £1m marketing campaign, set to hit TV screens from Monday 3rd August. Facebook activity has already commenced.
A series of adverts aims to deliver the message that ‘White Rum has a New Captain’. In a brand first, the campaign will also see Captain Morgan partner with BuzzFeed to provide content to reach an estimated 18m consumers per month.
Claire McQuattie, Head of Captain Morgan Marketing for Western Europe, is hopeful the campaign will re-ignite and add excitement to the White Rum category.
“Our launch campaign will drive excitement and mass awareness for our new variant, Captain Morgan White Rum,” she said. “The new white variant is a perfect complement to our existing offerings – Captain Morgan Original Rum and Captain Morgan Original Spiced Gold. Our communications will look to target the Rum consumer in a variety of ways over the coming weeks.”