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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Looking back to look forward

Wine is a liquid time capsule. Drinking older vintages not only recalls the weather conditions and winemaking styles of the past, it encourages us to reflect upon our own histories. Such reminiscence often inclines towards romanticised nostalgia. Especially after the second bottle. But looking back is a great way of learning about the future.

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