Captain Morgan - Spice up your game nights
As creative lead for Captain Morgan DE, my team and I were tasked with expanding the brand’s reach beyond the UK, making it resonate with new audiences in Germany and Northern Europe. Our first challenge was to create a cultural synergy—one that spoke authentically to the local landscape while staying true to the bold spirit of Captain Morgan.
We developed a dynamic social strategy, powerful influencer campaigns, and engaging product launches, all with the aim of creating a lasting connection with the audience. But this wasn’t just about visibility; it was about relevance—making Captain Morgan not just a drink, but a symbol of friendship, adventure, and shared moments.
When Captain Morgan decided to dive into the world of gaming, we saw an opportunity to create something truly unique. With the rise of esports, we wanted to capture an untapped audience by being the first Diageo brand to embrace this vibrant, fast-evolving community. And so, CM DE became the launch pad for this bold activation.
We leaned into a localised insight: in Germany, the term "crew" represents the tight-knit friendship groups that form around shared experiences. It fit seamlessly with the Captain Morgan brand, a symbol of camaraderie and fun. From this, we launched “Spice up Game Nights” — a campaign that brought Captain Morgan right into the heart of gaming culture. We didn’t just want to be part of the conversation; we wanted to shape it.
Our approach was immersive and interactive. We turned recipe cards into magical game cards, gamified Instagram’s story UX, and worked with an army of creators to drive engagement. We even designed a one-of-a-kind gaming table, creating a physical space for people to connect, compete, and share a drink together. The activation didn’t stop there. We extended it further with German Twitch livestreams, ensuring we met our audience where they already were.
The results spoke for themselves. Brand sentiment skyrocketed, with a 200% uplift in sales throughout the activation. More importantly, Captain Morgan firmly cemented its place within the gaming community—an achievement that not only created new fans, but forged deeper connections with existing ones. It was a testament to how thoughtful, culturally relevant strategy can turn a brand into more than just a product—it can make it part of a lifestyle..
