CHALLENGE

Dark rum was increasingly losing out to the lighter variety. Our challenge was to launch a new variant of the popular Captain Morgan brand.

INSIGHT

To encourage consumers to experiment with the deeper flavours of dark rum, we needed to create a more dramatic standout bottle that would appeal strongly in on-trade environments.

SOLUTION

With Tattoo, we turned a negative into a positive, celebrating the darkness of this particular Captain Morgan with a jet-black bottle. Young partygoers loved its threatening, stormy seascape and sense of mystery. And the name didn’t hurt either.

Client

Diageo

Sector

Alcoholic beverages

Region

Global

WHAT WE DID

Brand strategy, naming, brand identity, packaging design.