Jocelyn Anquetil was appointed to direct the campaign, which was produced by Pulse Films.
Digital content and radio ads will initially launch alongside a TV push in Great Britain and South Africa this spring. The campaign will be rolled out in markets across Eastern Europe later this year, followed by additional countries around the world.
Gambrah said the first set of media plans is set to deliver more than 163 million impressions in the U.K. and South Africa alone.
Getting its ‘Spice On’
Gambrah said the majority of Captain Morgan drinkers are adults in their 20s—in other words, Gen Z-ers and millennials, who are taking the lead in driving the no- and low-alcohol category that surpassed $11 billion in 2022 and is predicted to grow by a third by 2026, according to IWSR Drinks Market Analysis.
“We have a big chance to contribute to making moderation the social and cultural norm for them,” he said. “We really see it as a purpose opportunity. Captain is a brand that stands for fun; it can help [Diageo] land this message in a way that’s relevant and cuts through the noise.”
With Diageo placing a heavy focus on the creative efficiency of its $3 billion ad spend, Gambrah confirmed the spot has tested “super positively” among consumers based on System1 and Dragonfly effectiveness data.
Nate Woodhead, executive creative director at Virtue, said the consumer testing showed that in order to create an effective responsible drinking campaign, it had to land in a positive way.
“Music is an incredibly impactful tool for storytelling, and the lyrics in Rhythm of the Night worked perfectly to share our important message around moderation. Pairing that song with Bree’s laidback, mellow vibes really brought to life the creative vision of the campaign,” he added.
Beyond the targets of its parent company, success for Captain Morgan will be measured around how much “meaning” it can bring to encouraging people to say no to another round, drink slower and change behavior around this “societal issue,” Gambrah said.
“It’s a journey,” he admitted, adding that the “Spice On” relaunch was already reaping rewards for Captain Morgan, showing “encouraging” numbers for the spirit.
