Captain Morgan White Rum needed a campaign that would appeal specifically to East Coast Canadians. Our first step? Change the name to East Coast White Rum.
During the research phase, we discovered that the East Coast is the only place in the world where rum keeps its natural colour and flavour. When it is shipped anywhere else, it is bleached of the natural green hue, which changes its flavour as well. We leveraged the authenticity of the rum itself to show East Coasters that it is as authentic as they are.
Diageo – Captain Morgan