Captain Morgan spent more than a decade treating the icon on their bottle like a cartoon character. A huge missed opportunity because in actuality, he was a real man who lived life as he pleased, rejected the status quo of his times, and was rewarded handsomely for his actions. In short, he was as aspirational a figure as any modern man. We set out to tell the story of Henry Morgan, and give some meaning to the drink that we wanted in the hand of our consumer.
Captain Morgan
With a mobile device and the Life Love And Loot app, our consumers set sail on an adventure that transformed their life into that of a 17th century enterprising privateer. Their home became their port, their city became the high seas, and their friends become the crew to help navigate a world of adventure and reward. For the brand, horizons were extended and adventures had with Captain’s Conquest on both the screen and on the streets.
Captain’s Conquest
Every night our consumer stepped out the door, it was an open invitation to discover another side of the night that starts where other’s nights end. To step outside the ordinary into a place where the stakes are a little higher. And the people a little more interesting. This drink calls for upping the ante and letting the night go into mysterious corners just to see what awaits. Because the late hours are often the darkest — but also the ones we remember most.
Black
The story of Henry Morgan is more than just legend. He was a real man with adventures on waters and lands that exist today. In partnership with the Sundance Channel, and with the help of archeologists, artists, and storytellers, we set off for Panama to search for the sunken treasures and untold adventures of the real Captain Henry Morgan.
