Caribbean at centre of Morgan’s push

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.

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.



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