A New Captain on Deck
If you’ve been watching ESPN, TBS or a few other networks lately, you may have noticed the new TV commercials for popular rum runner, Captain Morgan. The new ads feature an updated Captain Morgan navigating quirky situations, with the new slogan ‘ To Life, Love and Loot.’ It seems this new campaign, administered by Captain Morgan’s parent company, Daigeo, is setting the liquor as a more premiere brand. With other top shelf beverages, such as Guinness, Crown Royal, Johnnie Walker, and Tanqueray on the payroll, it’s easy to see why ‘the Captain’ needed a facelift.
In past ad campaigns the literal Captain Morgan was either not present, or a more cartoony iteration of the character, which played into the less sophisticated, more party atmosphere of the beverage. An overnight sensation, the campaign grew on the back of the Captain’s easily replicated pose of raising one leg atop a rum barrel (even though most replicants use imaginary ones). ‘Got a Little Captain in You’ became the rallying cry for those making this pose in ridiculous situations. It gained so much popularity that the NFL instituted a ban on the impression due to the frequency of its use during touchdown celebrations.
With new marketing efforts, the partying Captain has evolved into a suave, debonair man-about-town … think of the Dos Equis ‘Most Interesting Man on Earth’, but for hard liquor … and he’s a pirate. Calm and level-headed, this liquor leader diffuses the most chaotic of situations, in the most respectful of manner. Pending bombardment by British naval fleet? Solved with somersault dive from the deck, so picture-perfect that a French judge would have a hard time not holding up the 10 card.
“Our consumers continue to evolve and expand their interests, we recognized that Captain Morgan himself needed to evolve with them,” Brand Director, Tom Herbst. While the Captain may have dialed back his party-hardy lifestyle, his escapades still land him with realistic decisions and situations, much like Captain Morgan consumers. “Each spot showcases a new side of the Captain and reinforces … that even today, they can live like the Captain lived.”
In order to bring to life the 17th Century Pirateer, Daigeo utilized the creative minds at international super-group, and NY Cosmos supporters, Anomaly. They also called upon Academy Award-winning Director, Tom Hooper, The King’s Speech, to craft the briny deep atmosphere of the first commercial spot.
The new Captain identity illustrates a maturity of the brand, and, though I don’t drink it, (we had some rough years, and went through an ugly divorce) I’m really happy with their direction. With anything pirate themed, it’s easy to fall into cliche traps, especially when you’re dealing in alcohol. The more refined persona tailors itself to a more refined consumer (one looking for a drink, rather than one looking to get wasted), and aligns itself with other Daigeo brands.
Here’s to you Captain Morgan, I salute you, sir.
Endnote: While we are on the topic pirate themed alcohols, I’d like to jump ship (pardon the pun) to one of Captain Morgan’s smaller-scale competitors. I heard of Kraken Black Spiced Rum in a Comm Arts Design annual, and if you’re a fan of consumer packaging, then I recommend picking up a bottle, even if you’re not a fan of spiced rum.
Key Components:
• finger-rings on the bottle, always a selling point for Steve Semanchik, and
• a spectacular illustration of the mythic Krakken on the label.
Visual USA
With yesterday being the 4th of July, I find it hard not to have a post about something patriotic, or at least about the Greatest Country on Earth. I didn’t, however, want to wax-poetic about one thing in particular, when there’s so many things that stick out in my mind as being wholly Americana. Instead I put together a series of some of my favorite images and artworks, that would fill my 4th of July montage.
All the members of TS would like to thank the past, present and future members of the United States Armed Forces … you are truly Triple Strength.
Endnote: (Above) Cover art for Bruce Springsteen – Born in the USA. RIP The Big Man, Clarence Clemons
Contract to Fulltime ::
A Developer’s Story
Triple Strength would like to welcome our newest full-time hire, Micah Miller! After more than a year of intense development work, Micah decided to make the jump from the contract life.
In his time at TS, Micah has already been an indispensable part of many of TS’s biggest projects. Working on the front- and back-end development of sites such as thecaap.org and cpyb.org, his pitch black office churns out css and site layouts that’ll make a Designer, like myself’s, head spin. Offering knowledge and expertise far beyond his years, Micah presents ideas and solutions to effectively create sites that not only look great, but are technologically cutting-edge and working to perfection. Speaking from experience, I can say that if there’s ever a question about interfaces or a particular functionality technique, it is assured that Micah will offer a number of options, each with a list of pros and cons, as well as his recommendation and why it should be so. It’s always a pleasure to work so closely with a developer that is so passionate and dedicated to the success of each project. We were finally able to lure Micah into a full-time position and we are confident he will help clients and TS alike, to grow and prosper in the future. If you’d like to see more of Micah’s outstanding development prowess, just give the TS office a call and start up a project with us, I’m sure he’d jump at the opportunity.