Captain Morgan White Rum has unveiled a new seven figure above the line campaign, which hit Facebook this week and will be on TV screens from Monday 3 August.
A series of adverts have been designed to deliver the brand’s message that ‘White Rum has a New Captain’. The campaign will also see Captain Morgan partner with BuzzFeed to provide content that will see the brand reach an estimated 18m consumers per month.
Claire McQuattie, Head of Captain Morgan Marketing for Western Europe, comments: “Our launch campaign will drive excitement and mass awareness for our new variant, Captain Morgan White Rum. We will drive Captain Morgan White Rum to create new news in the largest segment of rum, and we will re-ignite and add excitement to the category.”
Rum is responsible for 21% of the Spirits category value growth and the category is worth £845. White rum remains the largest rum segment with a 41% value share.
Captain Morgan White Rum joins the growing Captain Morgan portfolio, which includes Captain Morgan Original Rum and Captain Morgan Original Spiced Gold.
