Recipient of the Adweek 2012 BEST INTEGRATED NATIONAL CAMPAIGN. This campaign was an integrated multiple agency effort to bring to life Captain Henry Morgan.
OBJECTIVE// Create awareness of Captains Morgan's tone and personality of the new “To Love, Life and Loot” campaign through-the-line consumer engaging programs.
SOLUTION// The below-the-line approach was to develop a communications tone for quarterly programs and the examples below showcase the following:
• Captain Morgan Visibility POS to create awareness of the brand in store during key selling periods
• Captain Morgan’s Birthday activation to create awareness on the digital space
• Captain Morgan integrated program to drive consumers from retail to the brand’s gaming app
CAPTAIN MORGAN BIRTHDAY ACTIVATION
CAPTAIN MORGAN RETAIL AND GAME APP LINK PROGRAM
CAPTAIN MORGAN POINT OF SALE
