Do you enjoy your Captain with Cola?
If yes, like my colleague whom I would not mention for fear of reprisal, then read on.
Captain Morgan launched its first ever pan-African campaign, ‘Spice On Africa’ and debuting a vibrant new pack design following the global launch of the ‘Spice On’ campaign last year.
The new high tempo TVC is set against Nigerian Afrobeats singer, songwriter Yemi Alade’s upbeat track ‘Baddie’ and stars award-winning comedian Mpho Poppsas the voiceover.
From a watermelon punchbowl to a BBQ pineapple & lemonade, Yemi inspires her crew and friends to get creative, culminating in someone dunking a chicken wing into their Captain & Cola.
Launched in Kenya and South Africa before being rolled out to markets across Africa, the digital first campaign will run through the line with a 45 second TV commercial, social and digital edits as well as appearing in out of home and both on and off-trade retail channels.
“Captain Morgan in South Africa has seen a significant growth over the last few years owing to its delicious taste, versatility, and brand attitude – all of which have been increasingly resonating with our consumers.
The new Spice On Africa campaign is a celebration of those that, just like Captain Morgan, bring their unique self and spice to table. We are thrilled to be part of this campaign locally as we believe the diverse South African culture has got a lot of spice to add and we look forward to celebrating this together in the next few months,” said Natalia Celani – Marketing Director at Diageo South Africa.
Creative agency Bulletproof was appointed to handle the AD campaign.
Samori Gambrah, Global Brand Director, Captain Morgan said, “The new ‘Spice On Africa’ campaign is the first pan-African campaign we’ve seen at Captain Morgan and highlights our commitment to growing the brand in the region.
Spice is what makes Captain Morgan delicious, but it’s also an attitude – and this campaign is all about celebrating those who bring their unique ‘spice’ to the party. I’ve loved working with our Captain Morgan teams and creative talent across Africa on this campaign.“
And yes, that colleague of mine just had a glass of it…
