Captain Morgan’s“Best idea ever”

Matthew Albion &

Forest Ralston

About Captain Morgan

Named after Sir Henry Morgan

Established in 1944 by Seagram

Captain Morgan Original Spiced Rum was introduced to the U.S. in 1984

In 2001, Seagram sold the “Captain Morgan” brand to Diageo

Diageo is moving production from Puerto Rico to the U.S. Virgin Islands in 2012

Current Media

Website: http://www.captainmorgan.com/en-us/

Facebook: http://www.facebook.com/CaptainMorganUSA#!/CaptainMorganUSA

Captain Morgan’s 1,000,000 poses for charity

Follow the Captain on Flickr: http://www.flickr.com/photos/captainmorgan_us

Past Campaigns

“Calling all captains”

“Got a little captain in you?”

NFL Guerilla Marketing Fail Every time a player was caught on

camera striking the “Captain Morgan” during a regular season game, $10,000 would be donated to Gridiron Greats. $25,000 for a playoff game and $100,000 in the super bowl.

Players are prohibited from wearing, displaying, promoting or otherwise conveying their support of a commercially identified product during a game while they’re on the field.

Brent Celek

Newest Campaign

New campaign is called “The Best Idea Ever”

The new campaign is marketing Captain Morgan rum alongside “cola” as a legendary mix

Every commercial also starts out with men “getting ready for the game”

How it relates to class

Media Vehicle and Reach (Football)

Variation & Complexity

Problems with the NFL

References

http://content.usatoday.com/communities/thehuddle/post/2009/11/nfl-to-captain-morgan-players-ambush-marketing-wont-be-tolerated/1

http://www.youtube.com/watch?v=avhAj8PiCuU

http://www.youtube.com/watch?v=fq_43QWoogU

http://www.youtube.com/watch?v=crTCgkjX9K0

http://www.youtube.com/watch?v=Ygn3NAGzD74

Class notes Chapter 10

Photos from http://www.facebook.com/CaptainMorganUSA#!/CaptainMorganUSA

Questions??