Projects
purewhite brightened up Diageo’s Captain Morgan Parrot Bay.
Background
When drinks giant Diageo launched its Captain Morgan Parrot Bay rum across Europe, it needed to dramatically raise its profile in the hitherto niche markets of France, Spain and Belgium, where younger consumers are emotion- and image-led. Diageo chose purewhite to create its off-trade brand experience for the launch.
Brief
Our brief was to create an inspiring, memorable Parrot Bay brand experience that would be in keeping with the vibrant, tropical, playful, high-energy brand values.
The traditional image of Captain Morgan Parrot Bay is upbeat and fun-loving and the creative needed to reflect that heritage yet remain within France’s notoriously strict advertising laws, which effectively outlaws ‘lifestyle’ advertising of alcohol products, advertisements only being allowed to refer to the actual characteristics of the product.
Strategy
Our creative route had to have immediate impact through energy and colour. It had to communicate to a young audience the brand values of fun and adventure, playfulness and freedom.
We embraced the party theme, creating a high-energy evening of fun and celebration with salsa dancing and a beach party. With this in mind, we came up with the concept of the bottles of Parrot Bay themselves taking on a personality and enjoying a salsa evening. This was a simple execution that had high visibility through colour and was scaleable.
Results
Our in-house team provided:
- art direction for photography of all bottles
and sand
- retouching and colour correction of bottles
- comping together of bottles / sand and packshots
- illustration of beach hut and lanterns / background
- marketing materials, including posters of various sizes, a 48 sheet poster, press ads, POS material with shelf talkers and wobblers
- a workshop video production for brand managers to use in presentations globally
