Captain Morgan, the preeminent rum brand, has presented its fascinating campaign, ‘Spice On,’ complemented by an electric new pack design, in a dramatic leap into the domain of spirits. This exciting discovery, which will be unveiled on December 6, 2023, not only retains the brand’s commitment to offering a top-tier liquid experience, but also infuses the same adventurous spirit that has distinguished Captain Morgan throughout the years.
The ‘Spice On’ campaign, energized by the upbeat track ‘Baddie’ from Nigerian Afrobeats sensation Yemi Alade, features the charismatic Kunle Oshodi-Glover, fondly known as ‘Shody,’ as the voiceover. Yemi Alade, a cultural phenomenon across Africa with multiple MTV Africa awards, brings the dynamism of African music to a global stage, setting the perfect tone for the ‘Spice On’ narrative.
The accompanying high-tempo TV commercial celebrates a group of friends bringing their unique individuality to the table. Guided by Yemi Alade’s pulsating soundtrack, the protagonist navigates through vibrant settings, infusing each scene with playful twists on enjoying Captain Morgan. From a watermelon punchbowl to a BBQ pineapple & lemonade, she inspires her crew to get creative, culminating in someone boldly dipping a chicken wing into their Captain & Cola, inviting everyone to ‘groove’ with their Captain Morgan.
A significant highlight of this creative venture is the introduction of Captain Morgan’s vibrant new pack design, putting the liquid’s quality, flavor, and ‘spice’ at the forefront. The revamped pack also showcases a refreshed version of the brand’s iconic Captain icon, ensuring recognizability while allowing the liquid itself to shine through as the hero.
Samori Gambrah, the Global Brand Director for Captain Morgan, expressed enthusiasm for the ‘Spice On’ campaign, hailing it as the first pan-African initiative for the brand. He emphasized the campaign’s dedication to celebrating those who bring their unique ‘spice’ to the party, showcasing a collaborative effort with creative talents across Africa.
Mark Mugisha, Marketing & Innovation Director at Guinness Nigeria, shared his excitement about the campaign’s launch alongside the new pack design. He invited consumers to embrace their ‘spice’ with a touch of Naija style, assuring that the new Captain Morgan is available in local stores for enthusiasts to grab a bottle and enjoy responsibly.
The ‘Spice On’ campaign is set to unfold across various channels, starting with a social and digital rollout, followed by a 45-second TV commercial, out-of-home sites, and a presence in both on and off-trade retail channels. As the campaign gains momentum, fans are encouraged to stay updated on the latest by following @captainmorganng on Instagram, Twitter, and Facebook.
