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Captain Morgan: Personalisation Campaign
Client
Work done for Captain Morgan GBT (Global Brand Team) at RPM (London, UK)
Market
Kenya, Niegria, South Africa
Role
Insights, ideation, strategy, campaign development, creative direction
Project type
Shopper, Packaging, BTL, Social, Digital
Supercharging Captain Morgan's relevance in Kenyan culture through personalised bottles.
Challenge
How do you make Captain Morgan the drink that celebrates every personality in the crew while driving volume and recruiting LPA-24?
Approach
We create a range of limited-edition Captain Morgan bottles personalised with nicknames that reflect the different characters found in every crew. From the life of the party to the laid-back friend and the one with the dance moves. Each bottle became a celebration of individuality while reinforcing Captain Morgan's belief that everyone brings their own spice to the occasion. We brought the campaign to life through retail, market activations and social-first content featuring well-known local influencers and artists.
Impact
NSV +71%
Volume +62%
Market share +0.59%
Salience +2%
