Millennials have replaced Boomers as America’s most populous and arguably most influential generation, with more than 75.4 million in the US alone. Ranging from 21-34, some of our country's most important technological, creative, and economic advancements can be directly attributed to this age group. Yet the very people who are changing the face of the nation are ineligible to hold the nation’s highest political office.

In July, Captain Morgan announced a petition for Article II, Section I of the United States Constitution to be changed, which states that “neither shall any person be eligible to [the office of President] who shall not have attained to the age of thirty-five years.” True to its namesake’s pioneering and adventurous spirit, the Captain Morgan brand brought a new voice to the election, in an attempt to pave a way for Under 35s to be President of the United States.

Through media, influencer and social outreach, adults 21+ were encouraged to join the movement and visit UNDER35POTUS.com, which automatically directed them to ‘We the People’ on petitions.whitehouse.gov in order to sign the petition.

While the online petition at UNDER35POTUS.com served as the hub for adult consumers to participate in the campaign, Captain Morgan also executed experiential marketing via a campaign bus touring the country, digital and social media, and grassroots activation. Those interested in following the conversation and supporting Under 35s having a larger role in future Presidential races followed #Under35POTUS.

Finally, Captain Morgan recruited a crew of influential Under 35s who have made an impact and change the world in their own right. Mickey Meyer, Nick Rellas, Tiffany Pham, Ben Lerer and Dan Friedman were among the list of CEOs and Founders who supported the campaign.

Media Outputs:

Impressions: 160MM

Placements: 135

Percentage of placements with branded visuals: 49%

Earned social impressions: +6MM

Petitions signatures: 11K+

Target Audience Outcomes:

The issue sparked a very robust and engaging conversation. There were skeptics and there were people intrigued by the idea that those that are completely revolutionizing other fields, such as technology, healthcare and education, could one day be POTUS.

In the end, we executed a very bold campaign that brought to life the fun and irreverent spirit of a brand not afraid to test and learn.