CLIENT

Diageo

 

OBJECTIVE

As part of a multi-brand initiative, create a comms platform for Captain Morgan Black Spiced that would be relevant to both shoppers and consumers of lifestyle channels.

 

INSIGHT

Black is something different for the regular Rum & Coke consumer. Could 'Black' be the thing that elevates the tone?

 

CREATIVE RESPONSE

Also Comes In Black turns a purchase decision into a style choice, while reminding us that our favourite serves are still to be enjoyed, only with a new take.