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CAPTAIN MORGAN The Captain of Mardi Gras

This program was originally presented as the winning pitch for the Captain Morgan Promotion Event Business. It grew into a multi-year experiential strategy from there. I created the concept and directed the creative development of it.

SITUATION


Captain Morgan’s primary goal was to establish a position as the #1 party icon that always makes good times better. What better place to start than America’s #1 party destination.


A second goal was to establish Captain Morgan’s Brand Ambassador, The Captain, as the adventurous, spontaneous, and mischievous “fun with rum” pirate persona that sparks good times into great times. What better w

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CHALLENGE

Create a clear consumer link to Captain Morgan as the #1 party icon and reinforce it as the brand that always sparks good party times into even better times.


SOLUTION

Take ownership of the #1 party occasion.


Leverage the fact that Mardi Gras has various Krewes for its parade and parties with captains of each Krewe. Designate The Captain as the Official Captain of Mardi Gras, sparking a good 

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PROGRAM DETAILS

Mardi Gras Event


  • Take over a French Quarter location and create The Captain’s Quarters for Mardi Gras festivities 
  • Use it as the official Captain Morgan Party Gras headquarters 
  • Make The Captain the captain of his own Mardi Gras krewe 
  • Award trips to consumers, customers, and sales personnel to join The Captain and his krewe in Mardi Gras 
  • Create viral awareness of the event with social 

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PROGRAM DETAILS

Pre-Event


Create excitement leading up to Mardi Gras around the country with:

  • Off-premise displays promoting Captain Morgan as the Captain of Mardi Gras
  • On-premise Party Gras events that encourage guests to Party Like It’s Mardi
  • Sweepstakes to win trips to the Captain's Quarters at Mardi Gras


RESULTS


  • Won a multi-million-dollar new business pitch
  • Succeeded in creating a link between a #1 party occasion and Captain Morgan to help establish the brand as the #1 party icon 
  • Succeeded in reinforcing Captain Morgan as the brand that sparks good times into great times 
  • The Captain of Mardi Gras event ran continuously for more than 10 years

Video

Video recap of the first annual Captain of Mardi Gras event (the first of many). For the event, we commandeered a French Quarter mansion as The Captain's Quarters and made it the party headquarters of Mardi Gras. Sweepstakes winners won trips to join us and a great time was had by all.

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