Less and less people were drinking rum and coke. But rum has the widest, most appealing flavour profile in spirits - it goes with almost anything and almost always makes it taste better. We launched “Spice On” as a new Captain Morgan brand platform not only landed the product’s versatility, but also the attitude of the brand and Gen Z consumer. We recruited everyone from Big Zuu to Nick Fraser to demonstrate the fun you can have when “you do you”.