Getting Captain Morgans’ spice on.

Less and less people are drinking rum and coke. But rum has the widest, most appealing flavour profile (vanilla). It goes with almost anything and almost always makes it taste better.

“Spice on” was about landing the product’s versatility, but also the attitude of the brand and more modern consumer. The idea of “You do you”.

Which meant when it came to promoting and alcohol free Captain, “Spice on” meant we didn’t judge people for not drinking. In fact, we judged those who were judging.

So we resurrected one-time internet meme king Nick Fraser to recreate his famous song, all about those people who kill the vibe when they ask “why aren’t you drinking?”.