Diageo has launched a new bottle and premix can design for Captain Morgan Original Spiced Rum.

Focusing more on the the brand personality, the new look will be supported by a £9m marketing campaign including TV advertising urging people to ‘live like the Captain’, showcasing the exploits of Sir Henry Morgan.

It is hoped the new look will appeal to a more contemporary audience and offer better standout on shelf. The TV advertising will run for the next 12 months.