Captain Morgan Takes It Up A Notch…

It used to be that big tobacco was the premier advertiser in sports, with lavish commercials, promotional campaigns and funding for both traditional sports and especially for sports like tennis and auto racing. However with the scrutiny and regulation of the industry all that money disappeared in sponsorship in North America. At the same time the spirits industry was hamstrung in finding ways to integrate into mainstream sports. Without the ability to advertise on TV, the large pockets of liquor were left to find guerilla campaigns to reach a demo that they knew would be active in thr pursuit of alcohol, just like the demo was following and consuming beer (who could promote to the audience in any way possible).

Along comes the recession, and in the quest to fill advertsing and promotional space, the rules on spirits as partners both on air and in stadi. are relaxed. The resul. A flood of very creative and expansive promotional campaigns by a hist of spirit brands who have been sitting on the sidelines and can now activate against the audience that they have been craving. That flood also represents a much-needed revenue stream for sports on the profesional level, filling in some gaps created by the demise of the auto industry among others. The campaigns have become more and more creative and integrated, with one of the best coming from Diageo's Captain Morgan brand, who created a very comprehensive campaign with ESPN on baseball.. While some may say the use of “The Captain” reeks of Joe Camel's ploy to reach younger folks in days gone by, there is no denying that the campaign and the ability to get “The Captain” out there, traditionally and virally, is very very effective and will help separate Captain Morgan from its competitors. Os it too over the top for ESPN's credibilit.? No. it is a promotion, and people would not complain if it was Gatorade or Nike. it is a clear promotion, not news coverage. “The Captain” is not part of SportsCenter reporting scores and highlights (yet anyway). It is fun and creative, and a great example of what big thinking can do with integration. Nice job.