The Captain Morgan brand character was brought to life utilising a costumed actor in character. We also hired and branded an appropriate yacht which was highly visible up and down the coastline over the promotional period. A radio campaign informed the target market that the Captain and his assistants would be popping in at the selected pubs and clubs every evening and anybody found drinking Captain Morgan would receive an invitation to SMS a number and stand a chance to join the Captain and his crew for a cruise on the Captain’s yacht the next day.

The promotion ran using a select few popular venues in Cape Town for a period of 7 days only. In these niche locations, in that period, an incremental 2 352 bottles of Captain Morgan were purchased in response to the increased demand for the product making this a highly successful tactical promotion. The additional spin off was the heightened brand awareness as a result of the Captains nightly visits and the visibility of the branded yacht during the day. In addition, the client compiled a valuable database to use for future promotions through the information supplied via the SMS entry mechanism.