MARKETING CAMPAIGNS

Rum brand spices up its marketing with a new pan-African campaign

By our News Team | 2023

Captain Morgan debuts its first pan-African campaign with a 45-second locally made TV commercial accompanied by digital and social edits.

Captain Morgan, the rum brand owned by international alcoholic beverages giant Diageo, has launched its debut pan-African campaign called ‘Spice On Africa’, as well as unveiling a new pack design.

Initially launching in Kenya and South Africa before being rolled out to Nigeria and markets across the continent later this year, the digital-first campaign includes a high-tempo 45-second TV commercial, accompanied by social and digital edits.

Photo courtesy of Diageo

45-second TV commercial, accompanied by social and digital edits.

The campaign is also appearing in out-of-home and on-trade and off-trade retail channels.

Captain Morgan’s video campaign features talent from Kenya, Nigeria and South Africa, and was crafted by creative agency RPM.

The advert features Nigerian afrobeats singer Yemi Alade’s ‘upbeat’ track Baddie, and is voiced by South African comedian Mpho Popps, and music artist Barak Jacuzzi of Kenya.

RPM worked with acclaimed director Kyle Lewis and South African production company, EGG films from Cape Town, to bring the creative to life.

Commitment to growing the brand in the region

“The new ‘Spice On Africa’ campaign is the first pan-African campaign we’ve seen at Captain Morgan and highlights our commitment to growing the brand in the region,” says Samori Gambrah, Global Brand Director at Captain Morgan.

“Spice is what makes Captain Morgan delicious, but it’s also an attitude – and this campaign is all about celebrating those who bring their unique ‘spice’ to the party. I’ve loved working with our Captain Morgan teams and creative talent across Africa on this campaign.”

Lesibane Mohale, Senior Creative at RPM, says the vibe and energy on set was very special.

“With the cast coming from Nigeria, Kenya and South Africa, an amazing crew and our director, Kyle Lewis, this exciting production was a melting pot of diverse talent and unique cultures coming together.

“We wanted this campaign to connect with our audience by showcasing the warmth, vibrancy and spirit that can be found across this incredible continent, and it was a spirit that could be found on set.”

In addition to the marketing campaign, Captain Morgan has begun the roll-out of a new pack design across Africa, which puts the ‘quality, flavour and spice’ of the rum at the forefront.

Creative agency Bulletproof was appointed to design the new pack, which includes a refreshed version of the brand’s famous ‘Captain’ icon.

A passenger jet at a gate viewed from the nose with a sunset sky and dark clouds in the background

Airline body urges African governments to act on opening market access

‘Strategies don’t move people. Now it is time to make the difficult decisions and execute them,’ senior executive stresses.

Two hockey players battle for the puck along the boards during a game one in blue and one in white

Uganda Tourism Board partners with major European ice hockey league

UTB says its ambition is to turn the visibility into interest, bookings and more visitors choosing to explore Uganda.

Two young women sit together looking at a tablet one in an orange sweater holds a bottle while the other in a pink hoodie eyes the screen

Researchers explain why 10-second micro ads outperform longer spots

Short ads shown on TV increased website visits within five minutes of airing by 10-40% compared with longer advertisements.

Worker on a ladder painting the yellow storefront of a corner shop labeled supeco and label vie with shoppers and parked vehicles nearby

Competition continues to grow in the Moroccan supermarket sector

Supeco’s rapid expansion shows how the discount model is becoming a bigger part of grocery retail in the North African country.

Gold hotel toiletries sachets arranged on a marble bathroom counter including a vanity kit and shower gel beside a glass

Study identifies harmful paradox behind well-meaning green efforts

Consumers reward visible eco-friendly additions such as reusable bottles, but give little credit to businesses that reduce or remove products.

Medical professional in a white coat and pink hairnet demonstrates handwashing at a stainless steel station while soldiers watch nearby

President Mahama commissions expanded evaporated milk facility in Ghana

Nestlé believes Ghana will continue to play a leading role in the future of Central and West Africa.

Diverse group of people posing for a group photo in a bright lobby under an empa banner with 'this is possibility ' text above

Momentum beginning to build for 2027 ACCS gathering in Addis Ababa

Ethiopia’s marketers gather to celebrate hosting next year’s conference – but with an eye on the hard work ahead.

Young woman with curly hair smiling while looking at her phone outdoors wearing earphones

PwC report examines the future of African entertainment and media

Tech is creating more ways for audiences to connect, but lasting value will come from understanding the people behind those connections.

Four professionals in blue protective coats and hairnets cut a blue ribbon during a factory ceremony celebrating a ribbon cutting event

Unilever investment expands its Vaseline production capacity in Africa

The new production line at the historic Maydon Wharf facility in Durban will address growing international demand.

Group of formally dressed award winners posing on stage with trophies at the world cruise awards ceremony

World MICE Awards in Jamaica honour best African and global achievers

Tanzania, Kenya, Zimbabwe, Ethiopia and South Africa all feature in the African meetings, incentives, conferences and exhibitions awards.

Five adults in a rural village square talk holding notebooks and papers as they discuss together at sunset

AI won’t replace market research. But it will expose weak strategy

Much of the broader conversation around AI in market research assumes conditions that do not consistently exist across many African markets, writes Soyinka Witness.