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.




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Lifting the spirits

I were to sum up alcohol sales over Christmas 2017 in one word, it would be “gin”. At Nielsen, we define the Christmas period as the 12 weeks to December 30 and in that time gin sales were £199.4 million, which means they increased by £55.4 million compared with Christmas 2016. There’s no sign the bubble is about to burst either. Growth at Christmas 2016 was £22.4 million, so gin has increased its value growth nearly two-and-a-half times in a year. The spirit added more value to
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