Captain Morgan is rolling out a new £4.6 million marketing campaign with the tagline ‘Live Like The Captain’.

The campaign is designed to drive distribution within the convenience channel with a combination of TV, OOH, VOD, YouTube, social media and digital partnerships. The new creative positions the face of Captain Morgan at the centre of the campaign, giving consumers an instantly recognisable link to the brand, which has grown by 14.5% in the last year (Nielsen Scantrack).

The 20 second TV advert brings to life the brand’s values: camaraderie, friendship and living life to the full. A 10 second TV creative that highlights the perfect combination of Captain Morgan and Cola will also be available to view on YouTube, VOD, Vevo pre-roll, digital OOH and mobile.

Claire McQuattie, head of Captain Morgan marketing for Western Europe, said: “Captain Morgan is on a journey of consumer awareness in the UK. We hope our campaign will drive excitement and mass awareness for our portfolio in an engaging way that consumers can relate to. Rum is one of the fastest growing categories within spirits, worth £323m (Nielsen Scantrack) in the off-trade. This trend presents a great opportunity and with Captain Morgan White we hope to replicate the fantastic growth we’ve seen with Captain Morgan Original Spiced Gold. Our communications will look to target the Rum consumer in a variety of ways over the coming weeks.”

Total Rum growth within the off-trade continues to be driven by Captain Morgan Original Spiced Gold (Nielsen Scantrack) therefore, Captain Morgan is well-placed to revitalise the White Rum sub-category.