Putting Captain Morgan at the heart of youth culture with Foundation FM
Summer is one of Captain Morgan's biggest trading moments — but standing out in an overcrowded festival landscape meant doing more than chasing impressions. Our ambition was to make Captain Morgan culturally relevant amongst Gen Z, not just culturally visible.
Partnering with Foundation FM, we created Spice on SZN — a series of unexpected rave experiences that transformed everyday spaces into moments of collective celebration. From abandoned office blocks in Shoreditch to university lecture halls in Bristol, the campaign encouraged people to put their phones away, leave the group chat behind and reconnect in real life.
Our communications strategy prioritised cultural credibility over scale, securing organic coverage in the titles our audience genuinely reads — including Culted, alongside brands such as Dior and Gucci. Rather than relying on paid amplification, we built a story compelling enough to earn attention naturally.
The result was a campaign that shifted Captain Morgan beyond drinks marketing and into contemporary youth culture.
Campaign
