Captain Morgan Workout Video – When brands get it wrong

I’m very happy to champion a brand when they use video in a clever and funny way to enhance their brand, but this attempt by Captain Morgan to reposition as relevant today is utter tripe.

I have tried and tried to find some brand rationale as to why they would think this is a good idea. Is it appealing to a new younger more sassy audience? Err No. It’s just silly and poorly produced and so cliched, the director should hang his head in shame. As for the brand manager. Taxi……

Updated

I was very sniffy about the branding for Captain Morgan and their workout video spoof. And then I was in the pub last week and asked the bar lady to pass me the bottle over. I have to say I was pleasantly surprised by the design and the characterisation they had carried over onto the label. It’s full of charm and a lovely piece of design that is clear in what it stands for. So why is the workout video missing the point by so much?

Captain Morgan - The Original Rum
Captain Morgan - The Original Rum
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