matthew albion & forest ralston. named after sir henry morgan established in 1944 by seagram ...
TRANSCRIPT
Captain Morgan’s“Best idea ever”
Matthew Albion &
Forest Ralston
About Captain Morgan
Named after Sir Henry Morgan
Established in 1944 by Seagram
Captain Morgan Original Spiced Rum was introduced to the U.S. in 1984
In 2001, Seagram sold the “Captain Morgan” brand to Diageo
Diageo is moving production from Puerto Rico to the U.S. Virgin Islands in 2012
Current Media
Website: http://www.captainmorgan.com/en-us/
Facebook: http://www.facebook.com/CaptainMorganUSA#!/CaptainMorganUSA
Captain Morgan’s 1,000,000 poses for charity
Follow the Captain on Flickr: http://www.flickr.com/photos/captainmorgan_us
Past Campaigns
“Calling all captains”
“Got a little captain in you?”
NFL Guerilla Marketing Fail Every time a player was caught on
camera striking the “Captain Morgan” during a regular season game, $10,000 would be donated to Gridiron Greats. $25,000 for a playoff game and $100,000 in the super bowl.
Players are prohibited from wearing, displaying, promoting or otherwise conveying their support of a commercially identified product during a game while they’re on the field.
Brent Celek
Newest Campaign
New campaign is called “The Best Idea Ever”
The new campaign is marketing Captain Morgan rum alongside “cola” as a legendary mix
Every commercial also starts out with men “getting ready for the game”
How it relates to class
Media Vehicle and Reach (Football)
Variation & Complexity
Problems with the NFL
References
http://content.usatoday.com/communities/thehuddle/post/2009/11/nfl-to-captain-morgan-players-ambush-marketing-wont-be-tolerated/1
http://www.youtube.com/watch?v=avhAj8PiCuU
http://www.youtube.com/watch?v=fq_43QWoogU
http://www.youtube.com/watch?v=crTCgkjX9K0
http://www.youtube.com/watch?v=Ygn3NAGzD74
Class notes Chapter 10
Photos from http://www.facebook.com/CaptainMorganUSA#!/CaptainMorganUSA
Questions??