I took over a sophomoric brand in a serious business slump. We went back to the core brand asset—the Captain himself—and created great storytelling and innovative new products leading the brand back to growth for the first time in 5 years.
Film Series
We launched with a series of films that showed the mischievous yet benevolent side of the Captain, creating a new type of aspiration for the brand. With wicked music, awesome casting and great production, these films created a new buzz for the brand.
Captain’s Conquest
We created a massive multiplayer mobile game that shot to the top of the App Store and engaged millions of young consumers.
The Unsinkable Henry Morgan
We took a crazy band of underwater archaeologists, filmmakers, a rum expert and a graphic novelist down to Panama where we discovered a real boat thought to be Captain Morgan’s. Partnering with Sundance, we created a full-length documentary of the discover which debuted at the Film Festival. We also were inspired to create Captain Morgan Black Spiced Rum — a breakthrough innovation that grew sales.