The campaign gives consumers the chance to win a Legendary Captain’s Christmas kit worth £1,000, which contains everything needed to host a Christmas party – including ingredients for a Captain and cola serve, decorations, crackers, party outfits, a Nintendo WII console and games, plus music and a take-away food voucher.
To win, consumers have to go online and answer a simple multiple choice question. One kit will be given out each week until Christmas.
Senior brand manager Violeta Andreva said: “The golden rum and rum-based spirit category is experiencing strong growth and is one that retailers should get behind to maximise their sales at Christmas, to provide shoppers and consumers with a perfect drink for their Christmas parties.
“Our Legendary Captain’s Christmas kit will help emphasise our recommended Captain and cola serve, a great-tasting drink that is easy to make and ideal for a range of festive occasions. We expect the digital element of the campaign to encourage consumer interaction and create a buzz around the category in the lead-up to Christmas, driving purchase.”
Captain Morgan’s Spiced is a rum-based spirit and is growing at 57% in the off-trade, Diageo said.