Diageo has today (28 June) launched a new advertising campaign for Captain Morgan's Parrot Bay, its line of tropical flavoured rums. The campaign has been created by Grey Worldwide.

Advertisements capture people in real-world situations being transported in a Parrot Bay bus that carries the tagline "The Parrot is Calling," also the name of the campaign. The spots begin airing this week on cable channels throughout the country including A&E, Comedy Central, E! Style, FX, Fox Reality, TBS, TNT, TLC, Travel, USA, VH1 and VH1 Classic.

"This exciting new campaign will raise awareness of Parrot Bay's diverse portfolio of tropical flavoured rums, among consumers of legal drinking age, by appealing to their energetic nature," said Hernando Ruiz-Jimenez, vice president of marketing-rums at Diageo. "Until now, most people associated flavoured rum with an easy-going island life. 'The Parrot is Calling' ads demonstrate that there is another side of paradise - the Parrot Bay side - comprised of a fun, energetic world perfect for consumers to escape."

This is the second season for Captain Morgan's Parrot Bay Rum television campaign and coincides with the recent launch of Diageo's new Parrot Bay Passion Fruit, which rounds out the additional offering of Pineapple, Mango and Coconut.