Captain Morgan: Spice On Africa

Unleashing the global Spice On campaign into pan-African markets. Work done for Captain Morgan at RPM, London.

Task
Following the successful launch of the brand’s wider Spice On campaign in Great Britain and Europe, we were tasked with rolling out the campaign in pan-African markets including Nigeria, Kenya, Ghana and South Africa.

Approach
Working alongside the Captain Morgan global and local teams across the continent, we brought the campaign to life across TV, OOH, radio, shopper and digital as part of a wider TTL campaign to recruit LPA18-24 and turbo charge the brand’s relevance in culture.

Results
Spice On Africa was regarded as a best-in-class example of how to launch global campaigns into African markets. Markets that activated the campaign saw double-digit growth. Kantar brand health scores:

81% Brand Distinctivity
97% Brand Appeal
100% Brand Affinity
100% Engagement