Campaign details

Brand: Captain Morgan
Brand owner: Diageo
Agencies: Spirable, Eagle Eye
Country: United Kingdom
Industries: Spirits & liquors
Media channels: Online video, Sales promotion, Social media, Voice, chatbots
Budget: No budget

Executive summary

Owned by Diageo, Captain Morgan is an original spiced rum that is established as one of the most popular in its category globally. This UK-specific, personalised, campaign used data to create one-to-one conversations with customers on their mobile devices to boost repeat purchase of the product.

Captain Morgan's research showed that UK customers who used a drinks coupon for trial often didn't have another touchpoint with the brand afterwards, limiting impact on repeat purchase. Therefore, the aim was to establish a route for personalised conversations between the Captain and customers, and to close the loop between online and offline experience to boost these repeat purchases.