DEO Diageo Plc

'However You Spice' celebrates people connecting with their crew in real life

TORONTO, Nov. 26, 2024 /CNW/ - Today, Captain Morgan is kicking off its exciting new global campaign, 'However You Spice', inviting everyone to look up from their screens and reconnect with friends in real life. In a world where endless scrolling has become the norm, the campaign celebrates the magic that happens when people come together with their crew in real life to share a laugh, raise a glass, and make memories.

With Canadians spending close to fifteen years of their lives on mobile devices¹, the need for real life connection has never been clearer. Enter Captain Morgan's hilarious and bold new 360 campaign–However You Spice–the next chapter of the brand's Spice On platform. In a fun and light-hearted way, the campaign is meant to answer the growing desire for genuine connection while celebrating the unique "spice" everyone brings to the party. In fact, two thirds of Canadians feel they spend too much time on their phones and 67% report craving more meaningful moments in their daily life².^. The clever campaign taps into the importance of this authentic connection, using Captain Morgan's playful vibe to champion in-person bonding.

"We couldn't be more excited to use Captain Morgan's platform to inspire people to step away from their screens and create in-real-life memories with their friends and loved ones," says Nadia Niccoli, Head of Marketing at Diageo Canada. "We hope Canadians resonate with the brand's unique approach by using humour and joy to create a meaningful call to action for our consumers."

The new ad, which can be viewed on YouTube here, blends humour and 90s nostalgia, bringing viewers back to a simpler time when being in-real-life with each other was necessary to create meaningful moments and memories, and the concept of connecting with people through the digital world wasn't even born yet. The cleverly curated video is a fast-paced, fun-filled reminder of those old days (and old ways), that when spice calls, there's no better time than now to hit "pause" and swap screen time for quality time.

Samori Gambrah, Global Brand Director at Captain Morgan commented, "As a brand that celebrates spice and the unique character that each of us brings to the table, creating a campaign that encourages people to stop mindlessly scrolling in favour of meeting up with their friends in the real world was important to us. It's during these real-world moments that we can all be our authentic selves and really appreciate what each of our friends brings to our crew."

Captain Morgan worked with Anomaly UK in the development of the new campaign alongside director Keith Scofield who brought to life the fun and absurd nature of the creative in a visual way that speaks to the Captain Morgan brand.

Camilla Harrisson, CEO of Anomaly added, "We used humour to tackle an often serious subject and remind people of the joy of coming together in real life. Captain Morgan is a celebratory brand, often found in shared moments, and the perfect host for our 'However You Spice' beach party. The collaboration across every aspect of this campaign has been wonderful to witness and further evidence of the power in coming together."

The 'However You Spice' campaign launches digitally today in Canada and will reach Great Britain in the New Year, spanning TV, digital, social media. Captain Morgan will also be providing consumers globally with real life experiences as a way to bring the online campaign message to life and put their consumer call to action into motion. This will include activities such as pop-up bars in places notorious for having no phone signal, forcing people to be in the moment. Be sure to follow along for more updates and exciting things to come from Captain Morgan as the campaign continues to rollout.

About Captain Morgan:    
Captain Morgan is the largest rum brand in Canada and offers a wide variety of rum options. The Captain Morgan portfolio includes CAPTAIN MORGAN Original Spiced Rum, CAPTAIN MORGAN Dark Rum and CAPTAIN MORGAN Gold Rum, CAPTAIN MORGAN White Rum, CAPTAIN MORGAN Private Stock, CAPTAIN MORGAN Pineapple, CAPTAIN MORGAN Coconut. Captain Morgan is the perfect addition to your next celebration and with a range of flavours available; there is no better time to rally your crew together to celebrate good times. For more information, visit www.CaptainMorgan.com

About Diageo:
Diageo is a global leader in beverage alcohol with an outstanding collection of brands across spirits, beer and wine categories.  These brands include Johnnie Walker, Crown Royal, J&B, Buchanan's, Smirnoff, Cîroc and Ketel One vodkas, Captain Morgan, Baileys, Don Julio, Tanqueray and Guinness.

Diageo is a global company, and our products are sold in more than 180 countries around the world.  The company is listed on both the London Stock Exchange (DGE) and the New York Stock Exchange (DEO).  For more information about Diageo, our people, our brands, and performance, visit us at www.diageo.com.  Visit Diageo's global responsible drinking resource, www.DRINKiQ.com, for information, initiatives, and ways to share best practice.

Celebrating life, every day, everywhere.
Please drink responsibly and please do not forward to anyone under the legal purchase age.

SOURCE Captain Morgan