Morgan’s Spiced, Seagram’s rum brand, is using Britons who have a
Caribbean heritage as the focal point for its latest advertising
campaign through Partners BDDH.
The ads feature the dub poet, Benjamin Zephaniah, and the actress,
Josette Simon, who, like the drink, were born in Britain but have
Caribbean ancestry.
The ads will initially be launched in Scotland, where Morgan’s Spiced is
the fourth-largest selling brand.
Written by David Fleetwood and art directed by Gary Monaghan, the
campaign stemmed from research that showed that the flavour of the
spirit is so distinctive that drinkers can taste it even through mixers
such as lime and ginger.
This prompted the concept of inviting consumers to ’feel the presence of
Morgan’s Spiced’.
A cinema commercial will be released at the end of this week featuring
Zephaniah performing the poem, ’Sweet Liberation’, in which he talks
about the importance of being upbeat in life.
The commercial, which ends with the line, ’Morgan’s Spiced. A mellow mix
of spirit and soul’, was directed by Andrew Douglas through Douglas
Jones Films. Media is being handled through New PHD.
Zephaniah and Simon have already featured in a poster and press campaign
launched in Scotland, and will also appear in the second phase of the
roll-out, which targets England and Wales.
