Captain Morgan - Spice On Africa

Following the successful launch of Captain Morgan’s wider Spice On campaign in Great Britain and Europe, we were tasked with rolling out the platform across pan-African markets including Nigeria, Kenya, Ghana, and South Africa.

Working alongside the Captain Morgan Global Brand Team and RPM, we brought the campaign to life across TV, OOH, radio, shopper and digital as part of a wider through-the-line campaign 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 showed exceptional brand health: 81% Brand Distinctivity, 97% Brand Appeal, 100% Brand Affinity and 100% Engagement.