The campaign, which will have the tagline ‘Live Like The Captain’, will run across television, social media and digital and will heavily feature the Captain.
A 20-second television ad will bring the brand’s key selling points to life, which include camaraderie, friendship and living life to the full. Another 10-second television ad will then highlight how well the rum pairs with cola, which will also be available on YouTube.
Claire McQuattie, head of Captain Morgan marketing for Western Europe, said the campaign would build consumer awareness about the brand across Europe.
The golden rum category is now worth £524m to the on-trade, while the white rum category is growing, with a current value of £205m to the on-trade, ac-cording to Diageo.
“We hope our campaign will drive excitement and mass awareness across our portfolio in an engaging way that consumers can relate to,” added McQuattie.
“Rum is one of the fastest growing categories within spirits. This trend presents a great opportunity and with Captain Morgan White [the white rum variant] we hope to replicate the fantastic growth we’ve seen with Captain Morgan Original Spiced Gold.”