East Africa Breweries’ rum brand, Captain Morgan, launched its first ever pan-African campaign, Spice On Africa, in Kenya on 11th November. They did so at a consumer event held at Thika Road Mall (TRM) Grounds.
The event was hosted by MC Gogo and MC Teargas and headlined by Captain Morgan’s lead Influencer and Genge maestro, Mejja. The crowd was treated to music performances by rapper Ssaru, Boutross and duo Vijana Barubaru.The decks were manned by spin masters DJ Kalonje, and DJ Karoski.
The highlight of event was the magical unveil of the new Captain Morgan pack design, a breath-taking moment that invigorated the event as consumers continued to enjoy the music and DJ mixes.
Speaking at the event, EABL Marketing Manager Spirits Kennedy Mutula said, “We’re honoured to launch this campaign first in Kenya. Spice On celebrates individuality, which is synonymous with our target demographic, and inspires you to bring your own unique “spice” to every occasion. We’ve also unveiled our new pack design which is refreshed to match our new brand identity. With this new chapter we are looking to give our consumers unique brand experiences such as the one we’ve had today. We would also like to assure them that we have maintained the integrity of the liquid, and they can keep spicing on with our new look but same delicious liquid that is Captain Morgan.”
Spice On Africa is Captain Morgan’s first ever pan-African campaign, launching in Kenya before being rolled out to other markets across Africa. The campaign features a TV and digital campaign which celebrates self-expression and individuality.
“As we roll out the campaign, we will continue to work with Mejja as the lead influencer for the brand. Mejja will feature in the Captain Morgan TVC showcasing his character and how consumers can bring on their spice and enjoy Captain Morgan on every occasion” added Mutula.
Captain Morgan seeks to captivate adventure-seekers who yearn to authentically express themselves and unleash their own unique flavour. As an unapologetic, authentic, and accessible champion of fun, Captain Morgan invites consumers to unlock their full potential by bringing something original, distinctive, and enjoyable to the mix.
The new Captain Morgan pack design highlights the quality, flavour, and spice of the liquid, with a refreshed version of the iconic Captain symbol to maintain recognizability and will be available in all retail outlets, local bars, supermarkets and EABL’s e-commerce platform,