Euro 2012: New footy anthem from Captain Morgan's Spiced
The £3m campaign, which includes trophy-shaped pitchers, a downloadable phone app and 15,000 consumer prizes, features a music video with lookalikes of famous football personalities parodying their off-pitch antics. The video culminates in a pub where the Captain kicks off a post-match party.
Trophy-shaped pitchers for the brand’s new Captain & Cola serve will be distributed to 10,000 on-trade outlets accompanied by PoS kits and branded armbands. A new downloadable phone app will dish out ‘fun forfeits’ for consumers, which they can share on Facebook.
Selected nightclub and bar parties across the UK will be hijacked by the Captain and his Morganettes who will offer customers the chance to win one of 15,000 prizes.
Violeta Andreeva, brand manager for Captain Morgan’s Spiced, said the plan is to steal the show around the football in June. “This campaign will benefit thousands of licensees who are thinking of ways to get their customers to stay on long after the final whistle,” she said.
“We have developed a few really innovative tools to help fans enjoy the football and help them to party like champions, regardless of what the game result is.”
The campaign is designed to grow the £126m golden rum on-trade market, of which Captain Morgan’s Spiced contributes 49% of value sales, Diageo claimed.
