Captain Morgan, the rum brand owned by Diageo, has unveiled a new look for its pack design across its entire portfolio. The re-brand will begin its global roll-out from March onwards across both the on and off-trade.
The brand’s new, premium look builds on the ‘Spice On’ campaign launched last year, which celebrates the spice of Captain Morgan’s liquid. The new pack puts the flavour and the spice of the liquid at the forefront of the design – featuring a bold colour palette and the addition of a gold brush stroke that highlights the quality of the liquids within the Captain Morgan portfolio. The new pack also includes a refreshed version of the brand’s famous Captain icon.
Each of the flavours within the Captain Morgan portfolio will feature the new branding with the aim to engage a broader adult audience and welcome new drinkers to enjoy the rum-based spirits category.
Samori Gambrah, Global Brand Director, Captain Morgan, said: “This new pack design heroes the delicious spice of our liquid and character as a brand. It will allow us the flexibility we need to show up in a dynamic way in our sponsorships, live events, collaborations, and packaging around the world.
QThis launch comes at an exciting time of transformation for Captain Morgan, as we evolve how we communicate with our consumers.”
NAM Implications:
- A reminder that even iconic brands from established houses are undergoing facelifts to stand out in the New Norm.
- Time for an inhouse review by rivals?
