CAPTAIN MORGAN SPICED RUM • Strengthening Quality & Authenticity
While Captain Morgan was the fastest growing global brands in the rum category, less expensive knock-off brands were being launched to capitalize on the Captain's leadership and momentum. Our task was to significantly enhance the perception of authenticity and heritage of the brand without diminishing the dynamic and fun loving personality of the Captain. The new Captain Morgan icon balances his lovable roguishness with an air of credibility and legend.
Diageo named Richard “One of the 10 most important people in the life of the Captain Morgan brand”.
Note: We worked on this project while employed at Landor.