Captain Morgan reveals pan-African campaign

Diageo-owned Captain Morgan has launched its debut pan-African campaign ‘Spice On Africa’, and unveiled a new pack design.

The Spice On Africa campaign is the second instalment of the brand’s wider Spice On campaign, which launched last summer and was voiced by British rapper Big Zuu.

Samori Gambrah, global brand director, Captain Morgan, said: “The new ‘Spice On Africa’ campaign is the first pan-African campaign we’ve seen at Captain Morgan and highlights our commitment to growing the brand in the region.

“Spice is what makes Captain Morgan delicious, but it’s also an attitude – and this campaign is all about celebrating those who bring their unique ‘spice’ to the party. I’ve loved working with our Captain Morgan teams and creative talent across Africa on this campaign.’

The campaign is fronted by a new high-tempo 45-second television commercial.

Initially launching in Kenya and South Africa before being rolled out to Nigeria and markets across Africa later this year, the digital-first campaign includes the TV commercial, accompanied by social and digital edits, and will also appear in out-of-home and on- and off-trade retail channels.

The video campaign features talent from Kenya, Nigeria and South Africa, and was created by creative agency RPM, who worked with acclaimed director Kyle Lewis, and South African production company EGG films in Cape Town, to bring the creative to life.

The advert features Nigerian afrobeats singer Yemi Alade’s ‘upbeat’ track Baddie, and is voiced by South Africa’s acclaimed comedian Mpho Popps, and music artist Barak Jacuzzi of Kenya.

“The vibe and energy on set was very special,” said Lesibane Mohale, senior creative at RPM. “With the cast coming from Nigeria, Kenya and South Africa, an amazing crew and our director, Kyle Lewis, this exciting production was a melting pot of diverse talent and unique cultures coming together.

“We wanted this campaign to connect with our audience by showcasing the warmth, vibrancy and spirit that can be found across this incredible continent, and it was a spirit that could be found on set.”

In addition to the commercial, Captain Morgan has begun the roll-out of a vibrant new pack design across Africa, which puts the ‘quality, flavour and spice’ of the liquid at the forefront.

Creative agency Bulletproof was appointed by Captain Morgan to design the new pack, which includes a refreshed version of the brand’s famous ‘Captain’ icon, maintaining ‘recognisability’ while allowing the liquid ‘to shine through as the hero’.