Captain Morgan: Personalisation Campaign

Supercharging Captain Morgan’s relevance in Kenyan culture through personalised bottles. Work done for Captain Morgan at RPM, London.

Task
Following the successful launch of Spice On Africa, we needed to turbocharge scale and occasion relevance via personalised bottles, drive distribution, relevance in culture and recruit LPA-24.

Approach
When it comes to your crew, everyone has their thing. That one thing that makes them unique. We developed a range of limited-edition bottles with nicknames that matched the personality of each person in the crew. We supported the launch with a toolkit that allowed local markets to successfully run the campaign in their local market.

Results
NSV +71%
Volume +62%
Market share +0.59%
Salience +2%