Diageo is launching a £1m+ campaign for new spirits variant Captain Morgan White Rum.

The drive kicked off on Facebook last week, and broke on TV screens yesterday (3 August), with five different 20-second ads, each finishing with the message ‘white rum has a new captain’. Also including out of home ads and a Buzzfeed partnership, the campaign is expected to reach three quarters of the UK adult population.

Captain Morgan is the number two rum brand, and is growing fast, with sales up 19.1% to £87.6m. The lion’s share of sales are for its Spiced variant, at £68.2m, which also accounted for almost all the growth. With the launch of Captain Morgan White, Diageo is directly taking on main competitor Bacardi, which is in less rude health with sales down 2.8% to £128.4m [Nielsen 52 w/e 25 April 2014].

“Our launch campaign will drive excitement and mass awareness for our new variant,” said Claire McQuattie, head of Captain Morgan marketing for western Europe. “Our communications will look to target the Rum consumer in a variety of ways over the coming weeks.”