Captain Morgan - Spice On Africa

Following the successful launch of Captain Morgan’s wider Spice On campaign in Great Britain and Europe, we adapted the campaign for African markets including Nigeria, Kenya, Ghana, and South Africa. We brought the campaign to life across TV, OOH, radio, shopper and social as part of our objective to recruit LPA 18–24 and turbocharge the brand’s cultural relevance.

Markets that activated the campaign experienced double-digit growth and independent Kantar measurement studies showed exceptional brand health scores post the launch of the campaign: 81% Brand Distinctivity, 97% Brand Appeal, 100% Brand Affinity and 100% Engagement.