Spicy makeover for the Captain

Diageo GB is to rename Morgan’s Spiced as Captain Morgan’s Spiced in order to bring it more into line with the global Captain Morgan brand.

The company says the new name, which will be introduced from June this year, is part of a drive to build on 35% value growth in the UK in 2010 in an increasingly competitive spiced rum category.

The brand’s figurehead character Captain Morgan will appear on the new label for the first time, though Diageo says the liquid and bottle will remain unchanged.

Diageo GB has promised “huge nationwide investment” to support the rebranding, involving digital activity, point of sale material and sampling events, as well as organising 3,000 "Captain’s party nights" between June 2011 and June 2012.

The marketing activites will be underpinned by the brand’s signature serve – Captain and cola – while the nationwide advertisement campaign will carry the strapline "Got a little Captain in you".

Ali Wilkes, marketing manager for Morgan’s Spiced at Diageo GB, said: “Consumers may already be aware of the Captain Morgan brand from the dark rum currently available in the UK market.

“The addition of the Captain figurehead to the title and the label of Morgan’s Spiced will create synergy across the two brands and also give Morgan’s Spiced an identifiable personality.

“We’re also keen to reassure consumers that although the presentation of the brand is slightly different, it’s still the same great tasting liquid that they know and love inside the bottle.”

Alan Lodge, 13.04.2011