Old favourite out of the ordinary

27 July, 2007

Diageo is rolling out Morgan's Spiced Rum in revamped packaging.

The new look is designed to reinforce the drink's Caribbean heritage

and increase

on-shelf impact . It is part of Diageo's £1.5 million

press, radio, outdoor and on line advertising for the brand's Out of the Ordinary campaign.

Brand manager Amy Richardson said: "The growth of the brand and of golden rum as a whole is an illustration of current trends which see consumers looking for a more differentiated spirits offering. "




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