Captain Morgan has always been a much-loved brand in SA. We were tasked to make Captain Morgan socially and culturally relevant to a new market: 18 - 34 year old, predominantly black consumers. The best way to be connect with and be accepted into a new tribe is to demonstrate a willingness to learn to speak someone’s language, in a way that’s engaging. So we reintroduced the Captain as the guy (the brand) who takes the party to the next level and who’s fluent in the language of fun. Hence our new positioning line: Fun has a new captain.