We need to establish and then entrench Captain Morgan ™ as an icon of fun - making the brand socially relevant to 18-35 year old consumers. Being in a busy, competitive, digital

and increasingly globalised world can sometimes be impersonal and detached. Our consumers want to experience and enjoy the camaraderie of real connections. They are proudly embracing their unique cultural identities (and quirks) to define their sense of self and also give them a deeper sense of belonging.

Salute the Captains in your Crew.