In recent years Captain Morgan’s core Gen-Z audience have led a moderation trend that has swept the globe, with 75% of them claiming to be moderating their alcohol consumption.

To reaffirm relevance with this audience Captain Morgan launched a 0.0% rum in 2023, that would allow rum-drinkers to moderate their drinking but still enjoy the delicious versatility of Captain Morgan and time out with their mates.

But, with more and more brands tapping into the $13bn no and low-alcohol category, forecast to capture nearly 4% of the global alcohol market by 2027, the brand needed to stand out with a unique and authentic idea that would resonate with a growing cohort of moderators that had typically not connected with the brand.

Captain Morgan needed to address the behaviour of people surrounding moderating drinkers. Lecturing or moralising would trigger defensiveness and wouldn't create behavioural change. Delivering the serious message in a non-confrontational and unforgettable way was needed. Using humour which the brand was known for would cut the tension.

So when people asked ‘Why?’ Captain Morgan reversed the question to ‘Why you whying?’.

Meme’s are built on shared references, associations and in-jokes, they’re the perfect medium for a memorable message.

Enter 2015 meme sensation Nick Fraser. Globally famous for his viral music video “Why You Always Lying?” Nick re-recorded his track for the hero film, and featured across all communications alongside influencers who also asked their friends ‘Why you Whying?’

A cultural movement was created to combat a cultural issue. Arming moderators with the perfect response to ‘why?’ created a powerful demonstration of Captain Morgan’s purpose, and empowered people to have fun.

Despite a growing trend in moderation, social friction and peer pressure around drinking alcohol remains. Moderators wanted to enjoy themselves and not miss out socially. Perceived social pressure, coupled with a need to fit in, was adding awkwardness to social situations. Behaviour research found they camouflaged their drink choice, left events early or avoided socialising, rather than be questioned over their choices. Moderators dreaded being asked ‘Why?’ It was the ultimate mood killer; killing fun and preventing people from being their true selves.

The campaign didn’t need to change the behaviour of the target. It needed to change the behaviour of the people around them. Reducing the number of people asking “why?”, would increase the number of 0.0% drinkers enjoying themselves. Turning moderation from a state of judgement, to a state of acceptance and fun.

The film begins with a guest at a party enjoying a Captain Morgan 0.0%.

They are immediately asked by another guest ‘Why are you not drinking?’

As they awkwardly try to think of a response, Nick Fraser appears behind them.

‘Why!?’ he asks, with a shocked expression. Nick then breaks into song, and to the tune of his hit meme ‘why you lying’ asks ‘Why you whying?’. Nick sings and dances his way around the party. ‘Why you always whying, why you always whying?’ he sings.

All of the guests at the party join in the song, ‘oh my gosh please stop the whying’ and the film culminates with everyone dancing under a giant disco ball, having a great time.

Stellar creative testing results proved the campaign changed behaviour, scoring 4.9/5 for creative effectiveness in System 1, achieving above average for key measures of ‘enjoyment’, ‘distinctiveness’ and ‘makes drinking moderately feel like a popular choice’.

In further testing the film became Diageo’s best performing alcohol-free campaign, testing higher than 40 others in its potential to drive attitudinal change and noticeability. Testing results showed the ad was well above norm for creative impact alongside clear messages landing around moderation.

The idea caught fire across social media:

17+ million reached with a View Through Rate of 8.1% (vs. 5% benchmark).

Working with 30 influencers, native social content was created that normalised moderation and asked “Why you whying”.

After Nick Fraser re-recorded his track, he ended up lodged back in the brains of people all over the world – encouraging them to let everyone enjoy themselves, and not ask why.