Captain Morgan has undergone a name-changing transformation by launching seven new limited-edition label designs.
The move taps into a growing trend for personalisation, that has already seen Snickers bars rebranded with 21 different hunger symptoms.
Available from now until July, the Captain Morgan label has replaced ‘Morgan’ with seven different names: Drama, Banter, Comedy, Genius, Retro, Clueless and Karaoke, offering consumers the chance to give their rum-drinking chums a mild ribbing.
Hitting the market at a time when Rum is experiencing 4% year-on-year growth, the launch follows extensive consumer research and trial, which demonstrated strong purchase intent for the new bottles. Over three-quarters (76%) of consumers surveyed said that they would buy a bottle and 82% thought the idea was fun and relevant to them.
Nik Keane, Global Brand Director for Captain Morgan, said: “We champion the kind of fun that comes from friends getting together and celebrating who they are. We’re always looking for new ways to engage with consumers and with personalisation becoming an increasingly popular trend, we believe that this campaign provides the relatable and personal experiences they are looking for.”
The brand is driving further awareness in store with limited-edition point of sale tools. The launch also sees the return of the ‘Captain Captain’ TV ad, tweaked to promote the personalised bottles.
Captain Morgan limited-edition bottles (70cl) are available now, with an RSP of £16.