Captain Morgan White Rum is different in the Canadian Maritimes — it has a unique green tinge to it, and has been part of the Maritime heritage for over 50 years.
For many, it was their first drink. It was what their father drank.
Recently, the interest in White Rum has been diminishing.
Our challenge was to raise awareness about the uniqueness of the product and give Maritimers a sense of ownership to a drink that's exclusively theirs.
The first step was a full campaign including print, OOH and TV.
The second, renaming the product and redesigning the label to give the Maritimers their exclusive 'Captain Morgan East Coast White Rum'.