Through Captain Morgan’s channels we created product and lifestyle posts that didn’t just sell bottles, but also bragged about what “spice” (as in Captain Morgan Original Spiced Rum) could bring to our fans – like Ben Baller diamond pieces, big game punch bowls, Cherry Vanilla bucket hats, and obviously, the best beverages in all the land.

And as simple as it may seem, language around “spice” was actually quite complicated. With so many audience segments across so many mediums like TV, mobile, web, and social, I had to develop guidelines that kept the brand voice consistent and cohesive, yet still nuanced enough for each unique campaign along each media platform.

Another main ingredient of our strategy was to play with real-time trends, which led to popular posts around topics like Squid Games, Super Bowl commercials, and wedding season.

The sample here is just a small sip of all the content we produced day in and day out to BRING ON THE SPICE.