Captain Morgan's newest flavor — Sweet Chili Lime — combines rum, citrus flavors and a bit of chili heat. And its producers insists it's mouth-blowing.

The creative is running nationwide online and social media.

The ad enlisted actress, writer and producer Amrit Kaur (“The Sex Lives of College Girls”) and comedian and writer Devon Walker. The duo tries to define mouth-blowing for the campaign.

VaynerMedia was responsible for the music video portion of the new flavor rollout, running on Instagram, Instagram Reels, Facebook and YouTube. Kimmelot, Jimmy Kimmel's creative lab, did the creative featuring Kaur and Walker.

Launched ahead of summer, Captain Morgan Sweet Chili Lime is bottled at 35% ABV and meant to be served as a chilled shot or mixed into cocktails. The rum partnered with snack brand Pretzelized to to create a pairing with its sea salt pretzels.

“With flavor trends heating up, we wanted to create something that defies the rules of traditional rum,” says Anne Nosko, vice president Captain Morgan. “Captain Morgan Sweet Chili Lime gives fans exactly what they’re craving – the perfect balance of sweet and spicy, and a bold flavor experience with every sip.”

Flavor innovations are popular in the spirits business, in part to appeal to younger demographics.

Captain Morgan is owned by Diageo.