Our work

Consumer

Captain Morgan

The Challenge

Portray the brands mischievous, partying and irreverent personality through PR hijacks by piggybacking on the news agenda using the brand character, Captain Morgan

Our Response

  • Forget Grafton Street’s Christmas Lights ceremony, Captain Morgan created a unique lights ceremony that got media and people talking
  • Media were invited along to his ceremony and party where he lit up the Jeanie Johnston with Christmas lights
  • Created social conversation with bespoke Christmas party hats created for media and online influencers
  • Created a hashtag #CaptainXmasLights which was shared via twitter promoting the event
  • Party hats showed up at various locations across Ireland heralding the start of festive party season
  • We specially commissioned a Christmas lights dress for his newly recruited Morganette, model Georgia Salpa, who Captain also ‘switched on’ as another unique hook for media

The Results

  • Over 20 pieces of national print and online media coverage including 80% use of branded image.
  • Twitter hashtag reached over 245,000 people via twitter mentions.
  • Over 70 media attended the party and lights ceremony.
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