Creative Campaigns FMCG & Beverages
A legend, made local.
Captain Morgan Gold · Serengeti Breweries / Diageo · Launch
The challenge
Captain Morgan Gold carried the recognition of a global brand, but as a new, locally produced variant it needed its own identity and appeal.
The insight
“Global fame gets you noticed. Local swagger gets you chosen.”
The idea
A bold arrival campaign that adapted global brand assets through local cultural cues, giving Captain Morgan Gold a fresh, modern personality built to spark curiosity.
The work
- Arrival campaign concept: “There’s a new Captain in town”
- Out-of-home billboards
- Lifestyle and serve photography
- Digital launch content
The results
Strong early visibility for the new product
Accelerated uptake across priority consumption occasions
A distinctive offer within the category
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