According to Tom Herbst, director of marketing, Diageo Rums: “Calling All Captains is a call to arms recruiting adult consumers who are the unsung party heroes, who in their unique way make things happen that become legendary among their crew."
The new campaign includes multiple television spots that were created by Grey Worldwide and will be seen across the cable network spectrum including ESPN, Spike TV, Comedy Central, FX, TBS and Discovery. The 15s to 30s spots have coined personas from “Captain Improv,” to “Captain Icebreaker,” to “Captain Showstopper,” and more. Social responsibility is always a priority for Captain Morgan and the “Captain Keymaster” spots embody the Captain’s spirit while promoting responsible drinking.
The Captain’s iconic pose will be integrated into the new “Calling All Captains” campaign with the third summer of the “Ultimate Pose Off,” allowing consumers to win prizes from the Captain’s Treasure in select markets. This contest is designed to uncover consumers’ most legendary adaptation of the Captain’s pose depicted on the label of the Captain Morgan bottle. Consumers 21 and older are encouraged to email or text their “Pose-worthy Moment,” with their own Captain nickname included to “CAPTIN” (227846) or online at www.CaptainMorgan.com between now and September 7, 2009. A grand prize of $50,000 will be awarded to “Captain Morgan’s Ultimate Poser Champion,” in September.