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Captain Morgan: Spice On Africa
Client
Work done for Diageo at RPM (London, UK)
RPM Team
Simon Evans, Nick Evans, Louise Harper, Rosa Melody
Markets
Nigeria, Ghana, South Africa, Kenya
Project type
ATL, BTL, Digital, Social, Experiential, Shopper
Role
Insights, ideation, strategy, campaign development, creative direction
Unleashing the global Spice On campaign into pan-African markets.
Challenge
How do you successfully adapt a global campaign for pan-African markets while supercharging Captain Morgan's relevance in culture?
Approach
We launched Spice On Africa, the brand's first through-the-line pan-African marketing campaign, built to celebrate individuality within the crew and the continent's vibrant energy. Expanding on the global Spice On positioning, we reframed "spice" as a collective "you do you" attitude - a celebration of the unique flavours and personalities people bring to social gatherings. We brought the campaign to life with a TVC shot in Cape Town featuring cast from Nigeria, Kenya, and South Africa.
Impact
Spice On Africa was recognised as a best-in-class example of how to localise global campaigns for Africa. Markets that activated the campaign delivered double-digit growth.
81% Brand Distinctivity
97% Brand Appeal
100% Brand Affinity
100% Engagement
*Brand health scores by Kantar
