Diageo is taking aim at white rum drinkers with the launch of a £1m for its Captain Morgan brand.
White rum remains the largest rum segment with a 41 per cent value share and Captain Morgan is hoping the new marketing push for its latest variant will drive mass awareness, and build on the brand’s existing position within the category.
The above the line campaign hits Facebook today (29 July) before appearing on TV screens next month (3 August).
A series of adverts aim to deliver the message that ‘White Rum has a New Captain’ and the campaign will also see Read full story ›
Source: The Drum
Industry News