• by Fern Siegel , February 23, 2024

Captain Morgan Rum is expanding its product line.

The new entry — Captain Morgan Sliced — offers four chilled cocktail options: Pineapple Daiquiri, Strawberry Margarita, Passionfruit Hurricane and Mango Mai Tai. The 12-count pack is available in 12 ounce cans with an ABV of 5.8%.

To introduce the new rum brand, Anomaly New York created a 30-second spot for the “Sliced Is Better” campaign. Geared to younger millennials, it invites consumers 21+ into a “Sliced world” full of adventure and possibilities. 

The new ad turns cuts through the crowd — it slices a business suit into trendy shorts, turns a split sofa into a meet-cute and a destroyed wall into an open floor plan.

The creative encourages viewers to embrace the unexpected. And the ready-made cans eliminate the need to craft a specific cocktail. Now it’s as easy as opening a can.  

"We didn't just want to introduce another new canned drink — we wanted to slice through the ordinary with an offering that compliments the adventurous spirit of our consumers," said Laura Merritt, CMO, Diageo Beer Company. “We're excited to shake up the category.”

More is coming from the “Sliced” campaign by following @CaptainMorganUSA on Instagram and @CaptainMorganUS on X.

The agency has produced integrated campaigns for Dick's Sporting Goods, Mini, Johnnie Walker Blue Label and Converse.