Captain Morgan seeks boost from Adam Devine as rum keeps falling | Advertising

Captain Morgan has added a celebrity endorser to its crew, tapping Adam Devine to star in ads and help create content. The rum brand is giving him the title of “chief party officer,” following in the tradition of other brands that have in recent years dressed up their endorsement deals with fancy monikers.

Devine’s role for the Diageo-owned brand will go beyond ad appearances.”We are not just paying him to star in our commercials. He is collaborating with us on ideas and content,” says Linda Bethea, VP of marketing for Captain Morgan in North America. The actor, known for his roles in the first two “Pitch Perfect” movies, will push the brand on social media and appear at events, she adds. He is also popping up in the brand’s ongoing “Live Like a Captain” campaign in several 15-second TV spots that will get paid support on digital and TV. (See the extended 30-second cut above.) Anomaly is the brand’s lead creative agency.

Rum could use a kick. The category’s sales have been stuck in reverse as whiskey and tequila continue to surge. Captain Morgan’s sales fell 1.6 percent to $220 million in the 52 weeks ending July 15, according to IRI, which does not track bar sales. Still, Captain Morgan kept its top spot in the category, ahead of Bacardi and Malibu.

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