Captain Morgan Personalisation Campaign

Captain Morgan is all about the crew. And in every crew, there’s that one thing that makes each person unique once the good times start rolling. We brought this personalisation platform to life through a series of limited-edition bottles designed to match different personalities in the squad.

By replacing “Morgan” on the label with five locally relevant names, we created a simple, highly shareable way for consumers to recognise themselves (and their friends) and celebrate what makes their crew their crew.

We amplified the campaign through social, shopper and experiential, including a launch event in Kenya featuring a lineup of local artists and DJs. Kenya has already seen some positive rates of engagement: NSV +71%, Volume +62%, Market share +0.59% and Salience +2%.