Captain Morgan - Spice ON

Captain Morgan's charm had waned with time. Efforts to court Gen Z fell flat. I dismantled the old playbook and delved into the Gen Z world, uncovering their passion for authenticity: Spice, not just a flavor, but the essence of unapologetic self-expression. Captain’s spice finally met their spice. So, I turned "Spice" into the "Spice On" platform, an anthem, blasting Captain's new attitude across all areas of the brand, and Gen Z channels - elevating Captain beyond rum to embody acceptance and unbridled fun. The outcome? Skyrocketing brand metrics and top-performing assets, but more significantly, a genuine connection with a new generation of drinkers.