|
|
Article: Captain Morgan rum: Laura Goldenberg.(advertising plans for Seagram Spirits and Wine Group)(Brief Article)
- Article from:
- Advertising Age
- Article date:
- October 8, 2001
- Author:
CopyrightCOPYRIGHT 2001 Crain Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
|
After 18 years, the Captain is still happenin'.
One year into the brand's first TV advertising and a campaign to run its bearded icon for the White House, Captain Morgan rum continues to push upward.
The country's No. 6 spirit is in its second decade of double-digit annual gains and is growing around the world-but nowhere more so than in the U.S., its lead market.
Laura Goldenberg, 39, category manager for rum at Seagram Spirits & Wine Group, has worked on Captain Morgan for two years, kicking off the "Captain for President" blitz and its move to TV.
"The breakthrough to TV was very important. It increased our presence in a very, very ...