make serious history
Captain Morgan is the third best selling liquor brand in the United States. Surprised? Was the last time you drank a Captain & Coke in a college dorm room in the late 90’s, and was it with someone named Chad or Brandon? I don’t blame you. Rum is in rapid decline.
Millennials are a in a tricky spot. They have given up rum in favor of craft beer, single barrel bourbon, artisanal vermouth, and sustainably distilled heirloom gins – not necessarily because of taste, but because it plays into the personas they’re so carefully curating for themselves. The problem is twofold: they can’t afford to keep this up, and they very badly yearn to shed the silly pretense and just be themselves. Enter the Captain.
Our strategy was simple: give stressed out millennials much needed moments of levity in a serious world. Give them them a ticket to an instant vacation through laughter.
The pitch-winning idea: Let’s Make Serious History.
