Grey London, which was reassigned the Morgan's Spiced brief a year ago, has produced the campaign breaking on Monday in Scotland - which accounts for almost all of the brand's UK sales.
Media for the push is being handled by Carat. The campaign is part of an effort to build on Morgan's Spiced's claimed share of more than 50 per cent of the dark and golden rum market in Scotland.
The agency's brief has been to position Morgan's Spiced to appeal to twentysomething male drinkers who usually see such brands as a turn-off.
The ads, running as 48- and six-sheet posters and as bus super-sides, aim to give Morgan's Spiced a distinctive male positioning, markedly different from Bacardi Breezer which is pitched primarily at women. The campaign will comprise two separate bursts of activity.
The ads take their inspiration from the drink's cinnamon and vanilla taste.
One features a porcupine created from cinnamon sticks. The other shows barbed wire sculptured from vanilla pods. They were written by Adam Chiappe, art directed by Matt Saunby and photographed by Paul Zak.