CAPTAIN MORGAN Pirated Events / Raiding Parties
This program was originally presented as the winning pitch for the multi-million-dollar Captain Morgan PR Event business. It grew into a successful experiential strategy from there. I created the concept and directed the creative development of it.
SITUATION
Captain Morgan’s goal was to establish a position as the #1 party icon that always makes good times better. The Captain is the symbol of the brand. He represents its personality: fun-loving, adventurous, spontaneous, mischievous, irreverent, unexpected.
At the time of this program, the brand's ambassador – The Captain – was not living up to the image. He didn’t have street cred as the misc
CHALLENGE
Bring to life the spontaneous and mischievous nature of the brand for sparking good times into great times and increase affinity for Captain Morgan among LDA-24.
SITUATION
Spark the brand’s image and connect with consumers by putting The Captain in situations and experiences befitting the hit and run, fun with rum pirate legacy.
Showcase the brand’s ownable mischievous behavior by pirating r
PROGRAM DETAILS
Raiding Parties
- Captain Morgan pirated big festivals, concerts, and other media-worthy events with must attend party destination
- The Captain and his Morganettes sparked good times into great times with fun, rum and Pirate Booty (premiums)
- Pirate Radio “takes over” the airwaves with music and social content
- Smaller Raiding Parties hit on-premise accounts for event nights
RESULTS
- Won a multi-million-dollar new business pitch
- Succeeded in establishing Captain Morgan as the brand that sparks good times into great times
- Revamped The Captain’s image as an adventurous, mischievous, fun with rum pirate persona with street cred
- Variations of many of the activations continue to run at events like Mardi Gras, Sunfest, Fantasy Fest, Gasparilla and others