This past saturday, Las Vegas played host an evening of adventure, debauchery, and swashbuckling as Captain Morgan held his “Welcome to the Captain’s World” party. The purpose behind the bash was to unveil a new ad campaign for the world renowned rum, and to give the Captain a chance to introduce his new First Mate: Marisa Miller.
Set to launch nationwide this week, the campaign chronicles Miller’s new responsibilities as “First Mate,” including what it takes to protect the Captain’s world famous spiced rum – attitude and some serious sword-handling skills. Yeah, we said sword-handling skills. We normally try to avoid knife fights, but if Marisa Miller was bearing down on us with a sword, well, we’d be fools not to sit back and take whatever beating she’s willing to dish out.
As the clock moved past midnight and on to 10/10/10, Marisa Miller debuted her new video, aptly named “Welcome to the Captain’s World.” She and the Captain also announced the formation of the First Mate Fund, a non-profit fund established by the Captain Morgan brand to award grants to several charitable organizations that focus on responsible drinking awareness and education.
Starting this week, you’ll be able to catch the “First Mate” campaign in print and online advertising, billboards and bus wraps as well as in various social responsibility communications and event appearances. Additional information about the First Mate Fund and its beneficiaries will be announced in the coming weeks.