Captain Morgan will be changing its name across seven limited-edition bottles with the aim of helping retailers tap into the growing trend for personalisation.

The label will replace ‘Morgan’ with seven different names: Drama, Banter, Comedy, Genius, Retro, Clueless and Karaoke, providing consumers with the opportunity to celebrate the unique personalities of those in their friendship groups.

Nik Keane, global brand director, said: “Captain Morgan is all about the crew. We champion the kind of fun that comes from friends getting together and celebrating who they are. We are always looking for new ways to engage with consumers and with personalisation becoming an increasingly popular trend, we believe that this campaign provides the relatable and personal experiences they are looking for.

“Initial consumer research has been incredibly positive. Coupled with the growing popularity of the rum category, which has seen 4% year-on-year growth (Nielsen), driven by the Captain Morgan brand (which is growing 15.9% yoy), we are confident that our new limited edition bottles will help retailers boost Captain Morgan sales over the coming months.”
The launch will be supported by POS material and a campaign which will see the return of the ‘Captain Captain’ TVC, featuring a new 10-second tail promoting the limited edition bottles.