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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