Campaign background
Captain Morgan has a huge fan base all over the world. One of the biggest markets is South America. Just like the UK they celebrate an April Fools Day. Except that it's not in April. Anyway, it works the same. Our task was to create a campaign for this event. The result was a cocktail series that became progressively more gross as it progressed. Or so we thought. The reality was people actually reported making (and enjoying) all of these cocktails. Even the Rum Curdle. Either way it was a great success and we culminated in telling everyone that the classic Captain & Cola was the best of all.
There was another step to this campaign for the UK market: a logo redesign. It was made in the style of a really bad Olympics logo (circa LA 1984). The idea was to play on the Starbucks/Gap/Pepsi redesigns knocking about during 2011. You can see the new logo at the bottom of this page. Unfortunately it never ran but I’m convinced it would have provoked a sizeable reaction if it had.
The Fools Day cocktails
Captain Morgan logo rebrand
