Diageo’s Captain Morgan Rum is an entry level spirit, an easy switch from beer. Thus, the brand’s marketing is aimed squarely at 21-24 year old drinkers.
What do people in this demo want? According to the brand and its interactive partner, MRM Worldwide, they want pranks. And since everyone’s all about their mobile handset these days, why not deliver said pranks on that platform?
So next time, you’re feeling ornery, bold, drunk or lame, log on to Calling All Captains and send your buddy a bogus voice message. He or she will no doubt adore you for making the effort.
About David Burn
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