Captain Morgan launches digital-first marketing campaign

Captain Morgan has launched a new digital-first marketing campaign in the UK to drive awareness of its flagship rum before rolling out to other key international markets.

The “better than gold” campaign is set to spans TV, video-on-demand, digital display, out-of-home, search and social media, as well as immersive gaming experiences, social media and influencer engagements. It launched last month (December) starting with broadcaster video-on-demand activity on ITV, All 4 and Sky.

The brand said its new ad put a “playful spin on a traditional money heist” which a female protagonist racing against the clock to open a safe containing Captain Morgan Original Spiced Gold.

It has also launched a modern treasure hunt, the Captain’s Gold, on its Instagram page, which challenges followers to solve a series of puzzles to unlock prizes, and partnered with Cake to produce a ‘Better than Gold’ tiered membership scheme and reward card. Hopeful members will need to tell Captain Morgan what they and their “crew” would be willing to do or trade in order to get their hands on a Better Than Gold card.

Rewards include home delivered Captain Morgan recipe kits, discounts off takeaways, exclusive Captain Morgan merchandise and online game invitations.

Annalisa Tedeschi, global marketing director at Captain Morgan, said the brand was looking forward to building energy and excitement around Captain Morgan Original Spiced Gold.

“With our brand new “Better Than Gold” rewards card, interactive gaming experiences and catchy TV advert which lands our product quality messages in a witty, hyperbolic way, we’re breathing new life into the Original Spiced Gold for 2020 and beyond,” she said.