Captain Morgan, the No.1 rum brand in GB[1], has unveiled a fresh, new look and feel for its pack design across its entire portfolio. The re-brand will begin its global rollout from March onwards across both the on and off-trade.
The brand’s new, premium look and feel builds on the ‘Spice On’ campaign launched last year, which celebrates the spice of Captain Morgan’s liquid as well as the individuality people bring to social situations. 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 dynamic and expressive 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, while allowing the liquid to shine through – reinforcing the brand’s enduring smooth and delicious taste amid an explosion of flavour innovations within the spirits category over recent years.
Driving on-shelf appeal and stand-out on a back bar, 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 adult-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. This launch comes at an exciting time of transformation for Captain Morgan, as we evolve how we communicate with our consumers.”
[1] Total Trade CGA/Nielsen 31/12/2022