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Captain Morgan’s “Best idea ever”

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

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Captain Morgan’s “Best idea ever”

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  1. Captain Morgan’s“Best idea ever” Matthew Albion & Forest Ralston

  2. 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

  3. 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

  4. 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

  5. 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”

  6. How it relates to class • Media Vehicle and Reach (Football) • Variation & Complexity • Problems with the NFL

  7. 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

  8. Questions??

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