Diageo’s North America division is leveraging the start of the new NFL American football season this month for a pre-game targeted activation in the US for Captain Morgan.
The campaign centres around what the unit calls the ‘Captain While You Can Tailgate Tour’. Commencing this weekend and running until mid-November, the brand’s spiced rum flagship will front activity ahead of 12 games, from Florida to New York and from Texas to Wisconsin.
The division has recruited rapper & songwriter Yung Gravy, actor & content creator Brett Neustrom and internet personality Lucas Brody to front each stop on the tour, at which “outrageous challenges and surprise giveaways” will be used to push the Captain Morgan & cola serve.
“Captain Morgan is bringing the Captain back IRL this football season, putting him back at the helm and on the road to lead the tailgate in football towns across the country,” said Diageo NA senior VP Hadley Schafer. “Football has a way of bringing everyone together – friends, families and fans who show up season after season to cheer on their teams and make a day of it.
“That spirit of coming together, celebrating and making the most of the moment is exactly what Captain While You Can is all about.”
In results for the 12 months to the end of June, announced last month, Diageo saw Captain Morgan deliver a 4% decline in year-on-year sales by value on a 3% volumes slip.
