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Captain Morgan
Finding the Buried Treasure: the Return of Captain Morgan

RAN IN: United States

CLIENT
Diageo

Tom Herbst - VP, Rums
Calvin Burwell - Research Director
Dan Levine - Sr. Mktg. Manager

AGENCY
Anomaly *Lead Agency

Karina Wilsher - President
Andy Carrigan - Creative Director
Keiko Kurokawa - Acct. Supervisor
Aisea Laungaue - Planning Director
Jon Zast - Creative Director


Carat

Andrew Braunston - Comm. Director


Taylor Strategy

Katie Zach - Acct. Director


SUMMARY

This is the story of a 17th century icon making 21st century headlines. After a number of years of decline, Captain Morgan was a brand that was loved but not respected. This is a category where consumers effectively 'drink the label', so its a case of how a great story can bring new life to an aging brand.

CASE VIDEO


Hero Medium: TV

Medium Featured On Video: TV, Interactive, Social Networking Sites/Applications, PR

Audience: New Audience, Young Men (20-35)

Objectives: Brand relaunch, reposition

Type: Business to Consumer

Classification: National

Language: English