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    Creating a Social Brand

    Marketing rum to a digital generation.

    In order to really connect with a whole new digital generation of young guys across Europe, we brought Captain Morgan to life like never before by producing some of the very best in branded social media content.

    Starting with the Captain’s distinctive personality and authentic voice, we interacted with the Fans on their level, always showcasing the Captain’s legendarily sharable humour.

    Whether it’s the weather, the football, the latest celebrity scandal, the fact that it’s nearly payday, or just that it’s Friday and time for a drink – the Captain always says it best.

    Within a year, we grew the Facebook fanbase to over 941,000 across Western Europe with thousands of engaged fans sharing the Captain’s content every day, putting it in the top three of Diageo’s most engaged with brands.


    Victoria Buchanan

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