Lac awards breakthrough innovation argentina capt morgan capt cup jan 2011
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After the launch in the two main cities in argentina, we needed to quickly generate brand awareness and consumer engagement in order to further expand the bussiness nationally.
![APPLICATION FORM<br />Award Category: Breakthrough Innovation Award Initiative<br />Program / Project: Captain’s Cup May 2010<br />Name (Group or individual): Jose Martin Rantica & Manuel Sorrosal<br />Market / Cluster: South LAC<br />Context: Captain Morgan was launched during Oct FY10 with a tight budget, facing a terrible competitor that owns 35% of Argentinean total market. Even during the first month volume was growing while fulfilling every single trade channel, brand building and awareness was a tough challenge for the local team.Under this context CM’s GBT developed a global campaign named “The Captain’s Cup”, and even though the available budget was not enough to jump in we took the decision to go on board, since this could be the opportunity to crack the business speeding up On & Off premise ROS.This platform was just great for us since it did not only have the spirit of captain, but a powerful insight among our TC regarding Soccer. <br />,[object Object]](https://image.slidesharecdn.com/lacawardsbreakthroughinnovationargentinacaptmorgancaptcup-jan2011-110122110015-phpapp02/85/Lac-awards-breakthrough-innovation-argentina-capt-morgan-capt-cup-jan-2011-1-320.jpg)
