Marketing push for Morgan's Spiced

12 December, 2011

Diageo has invested £2 million in a digital media and consumer PR push for Captain Morgan’s Spiced.

The campaign gives consumers the chance to win a Legendary Captain’s Christmas kit worth £1,000, which contains everything needed to host a Christmas party – including ingredients for a Captain and cola serve, decorations, crackers, party outfits, a Nintendo WII console and games, plus music and a take-away food voucher. 

To win, consumers have to go online and answer a simple multiple choice question. One kit will be given out each week until Christmas.

Senior brand manager Violeta Andreva said: “The golden rum and rum-based spirit category is experiencing strong growth and is one that retailers should get behind to maximise their sales at Christmas, to provide shoppers and consumers with a perfect drink for their Christmas parties. 

“Our Legendary Captain’s Christmas kit will help emphasise our recommended Captain and cola serve, a great-tasting drink that is easy to make and ideal for a range of festive occasions. We expect the digital element of the campaign to encourage consumer interaction and create a buzz around the category in the lead-up to Christmas, driving purchase.”

Captain Morgan’s Spiced is a rum-based spirit and is growing at 57% in the off-trade, Diageo said.




Bookmark this


Site Search

COMMENT

Faith in fakes

One of the most fascinating stories in wine, fit to stand alongside the Judgement of Paris, is that of Rudy Kurniawan, a man who managed to fool friends, auction houses and experts into believing they were drinking some of the world’s most expensive wines.

Click for more »
Upcoming events

Polls

Is blended Scotch overshadowed by single malt in retailers?

  • Yes
  • No
  • Don't know

Facebook

Twitter