Top 10 spirits marketing moves in December 2020

12th January, 2021 by Owen Bellwood

Captain Morgan

Diageo-owned Captain Morgan rum created the Better Than Gold campaign to highlight its core spiced variant. Initially launched in the UK, the fully integrated marketing campaign includes a TV advert that ‘puts a playful spin on a traditional money heist’.

The spot features a female protagonist racing against the clock to open a safe that contains Captain Morgan Original Spiced Gold.

To accompany the TV advert, Captain Morgan launched an Instagram challenge, which invites rum fans to explore a series of Instagram levels to unlock prizes. The challenge can be accessed through the official Captain Morgan GB Instagram page.

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