Epic Tastes Collide for Captain Morgan and Pepsi's 'The Mixer'

Captain Morgan is unveiling an exciting new through the line campaign designed to raise awareness of the brand’s new ready-to-drink (RTD) cans. Created in collaboration with Pepsi MAX, the new drink brings together two greats to create one epic taste - a tagline used throughout all assets. 

Designed to drive excitement, the campaign will raise awareness of the new product through BVOD, disruptive OOH, digital video and paid social media support as well as an innovative sampling programme and cultural activation.

Consumers will get the opportunity to try the new premixed cans at 'The Mixer', in London’s Shoreditch on 23rd and 24th October, a two-day Captain Morgan convenience store pop-up experience in celebration of the two iconic brands coming together for the first time.

During the day, visitors will be able to get their hands on Captain Morgan merch, personalise their own Captain Morgan Original Spiced Gold x Pepsi MAX pre-mixed can and capture candid social moments with their crew via the 4k CCTV screens. By night, guests will enter the house party via a secret fridge door hidden in the store to uncover an epic party featuring back to back DJ sets performed by iconic musical duos - in celebration of the two brands coming together for the first time.

The Mixer, which will be amplified across multiple touchpoints including influencer, talent and social channels, will act as a sampling hub, with tickets to that evening’s party printed on store receipts during the day as well as being fly posted across the city. A wider BTL campaign will be activated through partnerships with proximity retailers in the convenience channel to help bring the activation to life for a wider audience, spotlighting the convenience store owner and their local community through social content and giving shoppers a chance to win tickets to ‘The Mixer’ in their local convenience store.

The new campaign will also come to life visually with a digiwall tube takeover at two iconic central London stations from today, with additional OOH appearing around Great Britain. A three dimensional special build will also go live at a secret London location in the coming weeks that dramatically visualises the two iconic brands colliding and emphasising the rip through the middle of the creative.

Eleanor Morgan, marketing manager, at Captain Morgan GB said, “Captain Morgan is a playful brand with a lot of energy and it’s been great to channel this sense of fun and boldness into creating a disruptive activation like The Mixer. Not only does the activity work perfectly for Captain Morgan, it also fits with the Pepsi MAX tone of voice. Who wouldn’t want to get the chance to walk through a fridge in their local corner shop to find a huge party!”

The hero digital video takes the audience on an epic journey through the inside of a Captain Morgan Original Spiced Gold x Pepsi MAX can and incorporates a range of dynamic visual and audio cues. A vibrant collision of animated splashes explode on screen showcasing the two icons coming together before the camera seamlessly zooms out to reveal our protagonist enjoying the delicious taste of the drink.

Steven Hind, senior marketing director, beverages at PepsiCo added, “The new campaign brings the vibrancy of both Pepsi MAX and Captain Morgan to life in a bold way that only these two iconic brands could accomplish. Combining the signature blue and black tones of Pepsi MAX with the iconic red of Captain Morgan delivers an impactful visual style that ties all of the marketing activity together in a memorable and disruptive way.”

The new Captain Morgan Original Spiced Gold x Pepsi MAX RTD cans have an ABV of 5% and will be available in various formats including a 330ml can, a 250ml slimline can and a multipack of 6 x 250ml cans.