Captain Morgan has added seven new limited-edition bottles.
Seven different names in place of Morgan on the bottle - Drama, Banter, Comedy, Genius, Retro, Cluesless and Karaoke - would encourage consumers “to celebrate the unique personalities of those in their friendship crew”, said owner Diageo.
The launch will be backed by new PoS materials, and a through-the-line campaign with a 10-second ad promoting the new bottle series.
Personalisation was “becoming an increasingly popular trend,” said Captain Morgan global brand director Nik Keane. “We believe that this campaign provides the relatable and personal experiences [customers] are looking for.”