Captain Morgan Cultural Commentary
How do you make content for an alcohol brand when you don’t want to promote drinking? Yes, the Gravity Road team were tasked with the impossible but that didn’t hold them back.
The team had the challenge of giving the Captain his own unique brand voice with which he could comment on cultural moments relevant to his audience. In turn, this would build the brand and bring the Captain to life, making him an entertaining voice on social media.
The team have been having a lot of fun coming up with the Captains point of view on everything from Christmas parties to Mother’s Day. They even asked people to comment with their Captain name —> Take your first name, your last name and put Captain in front!
The content to date has been successful in breaking the internet (only Facebook insights and only momentarily), producing great results and, most importantly, establishing the Captain as a true Captain to his followers. Eat your heart out Kim Kardashian.