CAPTAIN MORGAN Brand Image Makeover
This case study represents the basis for a multi-million-dollar winning pitch for the Captain Morgan PR Event and Promotional Event business.
The majority of content shown here has already been presented in the Experiential Marketing section, however the emphasis here is on the makeover of the Captain Morgan pirate persona.
SITUATION
The plan I led the development of is based on insight from what we saw at on-premise events attended by Captain Morgan's pirate ambassador versus the ideal pirate persona the client strived for.
The Captain had drifted away from the coolness associated with a pirate and gotten a little goofy in his portrayal. At some events, people were laughing behind his back. He didn't have street cred
CHALLENGE
Increase affinity for Captain Morgan among LDA-24 by rebuilding the cool, spontaneous and mischievous nature of The Captain and sparking good times. into great times
SOLUTION
Revamp The Captain’s image by putting him in situations and experiences befitting the hit and run, fun with rum, pirate legacy
- Showcase The Captain’s ownable, mischievous behavior by pirating relevant, media-worthy ev
ACTIVATION
- Pirated big events like Mardi Gras, SunFest, Gasparilla and sports events to spark good times into great times
- Smaller Raiding Parties hit local events and on-premise accounts
- The Captain and his Morganettes made hit and run appearances and passed out Pirate Booty (premiums)
RESULTS
Won a multi-million-dollar new business pitch.
Events succeeded in establishing Captain Morgan as the brand that sparks good times into great times.
Successful makeover of The Captain as a worthy pirate persona.
Many of the events have continued to run for many years, including The Captain of Mardi Gras and the Captain Morgan Party Barge at Sunfest.