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US: Captain Morgan relaunches “pose off” campaign

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Diageo has announced plans for a relaunch of its "Ultimate Pose Off" campaign for Captain Morgan Original Spiced Rum in the US.

The relaunch, announced today (30 May), gives consumers the opportunity to adapt their own Captain's pose as depicted on the label of the bottle and will be supported by a "multi-million dollar" television, online and outdoor advertising campaign.

Captain Morgan will host "Pose Off Contender Series" competitions in bars across the country and partner with celebrities to host red-carpet events throughout the summer.

Consumers will "face off" against each other in 1,200 consumer Pose Off Contender Series' with the opportunity to win a trip to Hefner's Halloween party at the Playboy Mansion in Los Angeles.

"Captain Morgan is an iconic brand that's all about legendary times and what better way for our consumers to celebrate that than a party at Hugh Hefner's Playboy Mansion," said Mike Pifer, brand director for Captain Morgan at Diageo. "We're thrilled about the opportunity for Captain Morgan consumers to strike their best pose for a chance to mingle with the 'Girls Next Door' at one of the biggest parties of the year."

The Ultimate Pose Off television and online advertising features 'Girls Next Door' Holly Madison and Bridget Marquardt.


Sectors: Spirits

Companies: Captain Morgan, Diageo

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