New look for Captain Morgan

25 October, 2013

Diageo is giving Captain Morgan Original Spiced Gold a new bottle and pre-mixed can design.

The new look puts more focus on the brand’s personality Sir Henry Morgan and will be backed by a £9 million marketing campaign including TV advertising.

It will bring the UK design into line with Captain Morgan’s look internationally.

Marketing manager Sam Newby said: “It’s an exciting time for Captain Morgan Original Spiced Gold as we begin to tell our epic tale and bring the legend to life with an impactful new livery and creative ad campaign. The distinctive bottle will still contain the same legendary liquid ‘spiced gold’ but reinforce brand identity with a fresh new look designed to capture the imagination of consumers.”

The new campaign is to run for a year including social media and POS activity as well as TV ads. Its strapline is “live like the Captain” and shows Morgan’s journeys and adventures.




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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