Captain Morgan: Spice On Africa

Captain Morgan is today launching its first ever pan-African campaign, ‘Spice On Africa’ and debuting a vibrant new pack design following the global launch of the Spice On campaign last year. The new high tempo TVC is set against Nigerian Afrobeats singer, songwriter Yemi Alade’s upbeat track ‘Baddie’ and is voiced by award-winning comedian Mpho Popps in South Africa and multi-talented music artist Barak Jacuzzi in Kenya. Yemi is a cultural force across Africa, and with back-to-back MTV Africa awards under her belt, is bringing the dynamism of African music to the global stage. Celebrating a group of friends that bring their individuality to the table, the TVC follows our protagonist as she moves through a series of vibrant settings on her way to a DJ set. The protagonist brings her own ‘spice’ to each scene with playful twists on how to enjoy Captain Morgan. From a watermelon punchbowl to a BBQ pineapple & lemonade, she inspires her crew to get creative, culminating in someone dunking a chicken wing into their Captain & Cola. The creative sees Captain Morgan debut its vibrant new pack design in Africa, putting the quality, flavour and spice of the liquid at the forefront of the design. The new pack also includes a refreshed version of the brand’s famous Captain icon, maintaining recognizability while allowing the liquid to shine through as the hero.