Diageo’s Captain Morgan rum brand is launching its first pan-African campaign, ‘Spice On Africa’, alongside a new bottle design.
The 45-second television commercial offers playful twists on how to drink Captain Morgan, including a watermelon punchbowl and someone dipping a chicken wing into their rum and cola.
The upbeat spot is set to ‘Baddie’, a track from Nigerian Afrobeats singer/songwriter Yemi Alade, and is voiced by comedian Mpho Popps in South Africa, and by music artist Barak Jacuzzi in Kenya.
‘Spice On Africa’ is initially launching in Kenya and South Africa, before rolling out to Nigeria later this year, followed by markets throughout Africa. It includes the TV ad, social and digital edits, and out-of-home plus on- and off-trade executions.
Samori Gambrah, Captain Morgan global brand director, said the new campaign “highlights our commitment to growing the brand in the region”.
‘Spice On Africa’ features talent from Kenya, Nigeria and South Africa, and was made by creative agency RPM, director Kyle Lewis and Cape Town production company EGG films.
The new Captain Morgan packaging, now rolling out across Africa, was designed by creative agency Bulletproof.
In April this year, Diageo tweaked the recipe for Captain Morgan Original Spiced in North America, highlighting the use of vanilla from Madagascar.
How can no & low tap into cocktails in the on-premise? – Consumer Intel
