Diageo is unveiling a new look for Captain Morgan Original Spiced Gold and is backing it with a £9m marketing spend.
The 35% abv drink previously carried two small labels on the bottle, but will now have a single, larger label that more prominently features the Sir Henry Morgan character. A pre-mix canned version of the drink is also being revamped.
With sales of the brand up 22.9% year on year to £47.9m [Nielsen 52 w/e 17 August 2013], the move was designed to bring the UK range in line with global packaging, said Diageo.
A marketing campaign called Live Like The Captain will include a year-long TV ad push, social media and PoS for all retail channels.