December 15th, 2011

Diageo is hoping to drive sales within the rum-based spirit category this Christmas with activity for Captain Morgan’s Spiced across digital media and consumer PR, as part of an overall £2m investment for the category from July to December.

Captain Morgan’s Spiced is the number one rum-based spirit in the market and is growing at 57% in the off trade, which has added £12.4m incremental value to the golden rum and rum-based spirit category.

The rum-based spirit category is being enjoyed by consumers on more up-tempo occasions, therefore a great fit for Christmas celebrations.

To build momentum at Christmas, a high-profile digital campaign will aim to raise awareness of the brand amongst consumers and help ensure the category is top of mind when they are making their purchasing decisions in-store.

A high-profile digital campaign will aim to raise awareness of the brand

The campaign gives consumers the chance to win a Legendary Captain’s Christmas kit worth £1,000, containing everything needed to host a legendary Christmas party, including ingredients to make a Captain and cola serve, decorations, crackers, party outfits, a Nintendo Wii console and games, plus music and a take away food voucher.

To be in with the chance of winning a kit, consumers have to go online and answer a multiple choice question, with one kit given out every week until Christmas.

The kit has a Caribbean theme in keeping with The Captain’s Island, a global campaign that ran recently via the Captain Morgan Facebook page, which gave the brand’s fans an opportunity to win an adventure on a private Caribbean island and a share of 15,000 USD by collecting keys online.

Violeta Andreva, senior brand manager for Captain Morgan’s Spiced at Diageo, commented:

“The golden rum and rum-based spirit category is experiencing strong growth and is one that retailers should get behind to maximise their sales at Christmas, to provide shoppers and consumers with a perfect drink for their Christmas parties.

“Our Legendary Captain’s Christmas kit will help emphasise our recommended Captain and cola serve, a great tasting drink that is easy to make and ideal for a range of festive occasions.

“We expect the digital element of the campaign to encourage consumer interaction and create a buzz around the category in the lead up to Christmas, driving purchase.”