Personalized Captain Morgan promotion sets sail

25 Jun 2018 --- Rum brand Captain Morgan is now available sporting decorated label designs where “Morgan” is replaced with a range of terms including, genius, clueless and karaoke, adding an opportunity for personalization to the consumer.

The idea behind the label is that it gives the consumer the opportunity to “celebrate the unique personalities within their friendship crew.”

“Initial consumer research has been incredibly positive. Coupled with the growing popularity of the rum category, which has seen 4 percent year-on-year growth driven by the Captain Morgan brand, we are confident our limited edition bottles will help retailers boost Captain Morgan sales over the coming months,” says Nik Keane, Global Brand Director for Captain Morgan.

The promotion will be available across 17 markets in Europe. Considering the high number of labels and the need for variable digital printing Diageo turned to their “long-term partner” CCL.

CCL utilized their ASD (Any Stage Differentiation) technology to provide the labeling solution. By flexibly combining conventional and digital printing CCL was able to match the high quality of the standard label and its embellishments while varying the Captain name.

The printing of the labels was a special challenge considering the absorbance of the ink jet on paper stock as well as printing directly onto cold foil, CCL states.

Concerning packaging personalization, recent years have seen many brands have used personalized packaging to capitalize on the wider global trend of self-expression and sharing fueled by social media. It can be a highly effective way to engage with consumers and build brand loyalty.