Captain Morgan Design & Branding CAPTAIN BLACK by Landor New York


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Industry Rum
Media Design & Branding
Market United States
Agency Landor New York
Executive Creative Director Richard Brandt
Creative Director Lee Arters
Released November 2011

Credits & Description

Category: iii. Premium Brand
Advertiser: DIAGEO
Product/Service: SPICED RUM
Executive Creative Director: Richard Brandt (Landor Associates)
Creative Director: Lee Arters (Landor Associates)
Chief Creative: Lee Arters (Landor Associates)
Senior Designer: Rosita Dharma (Landor Associates)
Senior Production Artist: Mary Zehnter (Landor Associates)
Media placement: Bottle & Label - In Bars And In Liquor Stores - November 2011- Ongoing

Describe the brief from the client
To create a new to world brand of Captain Morgan, that would enter into the shots and cocktail category. One that would be brought to life using an aspect of the Captain Morgan brand's heritage, brand truths and folklore.
The new packaging had to deliver alone on the ‘Big Idea’ which drove the positioning and design of the new bottle and label. Be unique, yet be appealing to adult legal age males and their mates along with females in the crowd.
The packaging should create its own buzz but stay true to the brand.

Describe the challenges and key objectives
The primary challenge was to work with the very famous Captain Morgan brand equity and visual assets, and packaging - yet step far away far enough to excite and invigorate the core consumer, ‘our Captains’, and attract new consumers to this exciting new offer.
The iconography for Captain Morgan is so well known and loved we had to retain the best, but find a fresh approach and develop a ‘big’ and ‘sticky’ idea for this new format. We wanted to draw from the brands rich history but not turn it into a history lesson, yet make it exciting and alluring!

Describe how you arrived at the final design
Through our own knowledge and digging deep into the brand archives, as well as reading history books on Captain Henry Morgan, we found ourselves with a multitude of exciting and colourful stories. The issue came down to which ones would work best.
Upon finding the story of Captain Morgan's death, the toast of the ‘Kill Devil’ rum, his grave being violently washed to sea...that sparked the BIG idea of the bottle design. Based off the art of time, adding the premium cues and craft, along with the mystery of what happened to Captain Morgan himself.

Hundreds of sales kits went out to the trade, complete with drink guides and Captain Morgan Black spiced rum signature drinks. Not many realise the ultimate secret of this new bottle, as the rum is being consumed, on the back of the label is the amazing story and a vision of how the Captain looks today, ruling the deep as just a skeleton but never letting go of his trademark cape and victory pose!

Give some indication of how successful the outcome was in the market
The trade and sales force went wild for the entire idea. All the steps were carefully taken for the perfect launch. The USA is now blanketed with this winner. The buzz is in the streets, all our friends have caught onto it without us saying a word and already the internet and You Tube is alive with chatter of this new bold yet smooth and clearly exciting dark spiced rum from Captain Morgan.