Campaign details
Agency: RPMCountry: United Kingdom
Background
Captain Morgan enjoys high awareness and conversion in the on-trade, but is often not bought by shoppers in the off-trade, who consider spirits and mixed spirits drinks per se as expensive, hard to make and risky to serve at home. And although summer is a key period in terms of the opportunities it provides for relaxed hosting occasions at home, it is also a moment when our target audience can often default to easier, more familiar beer and wine choices.
Diageo realises the importance of embedding brands within culture, and...