Anomaly, USA has released their newest advertisement campaign for Captain Morgan’s Rum brand entitled “To Life, Love and Loot”. This new campaign suggests that Captain Morgan is honing in on a new target market by focusing on a different generation.
Over the last few years Captain Morgan has become somewhat of a “stale” brand that of which only the Baby-boomer generation would drink. Seeing as though I am 21, my parents fall into this Baby-boomer category. When they drink… it’s usually on the couch, watching the newest episode of NCIS or Survivor. No excitement, freedom, or independence can be found on these nights around 8pm. However, some would say these qualities my parents are lack, highlight what Generation Y is all about.
There is this stigma in society that our generation’s idea of partying is about enjoying the company of friends, maybe going out to dance, responsibly drinking, and simply having a good time. The promotion of sovereignty and self-determination is an important aspect to of Generation Y, as well as not necessarily following all of the rules… which is exactly what the “Glass” commercial implies.
The song playing in the background of this commercial is called “Ball and Biscuit” by The White Stripes. The song sounds old-fashioned, but has an edgy feel which suggests the possibility of rebellion. The characters all have a stuffy and stuck up vibe, including Captain Morgan himself. When the young maid drops the first glass everyone stops to stare, but Captain Morgan diverts the negative attention by pushing his own glass off of the table. The elder characters turn their nose up at his actions, but eventually an older man catches on to the Captain’s plan. Once the man throws his glass, the entire room breaks out in chaos. The “Glass” commercial portrays the idea that even the snobbiest and stuck-up of people can let go, and have some fun. Since the year is 1661, a living audience is not present to directly identify with the advertisement. This leaves plenty of room for interpretation about the target audience of the “To Life, Love and Loot” campaign. Through the actions and ideas portrayed in this ad about Generation Y, Captain Morgan’s target market is the legal drinking age (LDA) to 30 years of age. This new age campaign is pushing the brand out of being just another kind of rum that everyone knows exists, into something that sets it apart from the rest. The motives and investments in the new age campaigns boost the Captain Morgan name to society, especially our Generation Y.