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Pack overhaul: The Captain’s has been given a more ‘rugged’ image as part of the redesign |
INTERNATIONAL. Diageo Global Travel & Middle East (GTME) has announced the launch of a new pack design and updated iconography for its Captain Morgan brand. The new packaging will roll out in travel retail from September onwards and will be adopted in more than 50 countries where Captain Morgan rum products are sold.
The new design includes a range of pirate-themed elements, including gold coins, crossed swords, Henry Morgan’s signature, and a hand-painted illustration of a period ship. These surround the Captain icon on the brand’s label across all Captain Morgan rum variants.
“Captain Morgan rum has performed strongly in travel retail over the past few years, particularly in Europe and the Americas. The new pack design emphasises the brand’s fascinating heritage, while giving prominent attention to the larger than life and ever-popular personality of the Captain himself,” said Diageo.
“Pre-launch research demonstrated consistently that consumers positively appreciated the quality and authenticity communicated by the new pack.”
The new styling also includes helpful information on the back label, including the number of servings per bottle and the recipe for the brand’s signature “˜Captain and Cola’ cocktail.
Diageo GTME Marketing Manager (White Spirits, Liqueurs and Rums) Caroline Lyons said: “Named in tribute to a legendary buccaneer, Captain Morgan rum was created well over half a century ago and was based on a recipe from much earlier, so the brand carries an exceptionally strong story and a powerful heritage that consumers trust.
“Our new presentation expresses that heritage while further enhancing Captain Morgan rum’s credentials as an exciting, versatile and sociable brand that, like its loyal followers, travels well.”
Captain Morgan rum also features strongly in the current global summer campaign, named “˜Take Your Summer Spirit With You’, which is designed to increase footfall and sales in global travel retail. The seasonal campaign incorporates concourse activations, easy serve sampling, promotional recipe cards, strong visuals across advertising as well as value deals, including a beach bag GWP.
