Marketing push for Morgan's Spiced

12 December, 2011

Diageo has invested £2 million in a digital media and consumer PR push for Captain Morganís Spiced.

The campaign gives consumers the chance to win a Legendary Captainís Christmas kit worth £1,000, which contains everything needed to host a Christmas party Ė 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: ďThe 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.†

ďOur Legendary Captainís 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.Ē

Captain Morganís Spiced is a rum-based spirit and is growing at 57% in the off-trade, Diageo said.

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