Let’s break down the Captains new slogan “To Life, love, and Loot”. What does this mean? Well let’s look at life, on a scientific level it could be defined as anything living. A personal perspective of life is the enjoyment we should have while we are on this earth, living every day to its fullest and live life with no regrets. In the context of this ad let’s say that life is about how we spend our days on earth.
The simplest form of love is desire or attraction between two people. However, in America we tend to love EVERYTHING!!! Food, TV, Beer, and Captain Morgan wants us to love Rum. So love is infatuation? If, so then we see that
Life and love are easily defined, but loot? That’s not a word we use every day. So what does the Captain mean by loot? Dictionary.com defines loot as “anything taken by dishonesty”, basically stealing. So we have live life to the fullest, love EVERYTHING (especially the Captain’s rum), and steal? Digging deeper I found that loot is slang for money. To Life, Love, and Money! This sounds a little more like the Captain.
So how does this tie in with Captain Morgan’s marketing technique? Most slogans are meaningless but memorable. I highly doubt that there is no meaning to the new slogan. It’s easy to take away from the first two words, live and love, but loot changes everything. The technique here is hard to define but I believe they are pushing live life to the fullest, love every minute of it and steal. While being memorable, their hope is that the slogan is something that people will say when they are together drinking Captain Morgan’s rum.
Interesting slogan indeed. I first thought of looting, that is stealing, after hurricane Katrina. To loot is also what pirates do. I think instead of the literal meaning it is more important how memorable the slogan is. Here you have a technique where three words start with the same letter L. I think it is a catchy slogan and the term loot may lead to the association of pirates, rum and Captain Morgan.
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