Lac awards application form argentina capt morgan jan 2011
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1. Jose Martin Rantica & Manuel Sorrosal applied for a Breakthrough Innovation Award for their work on "The Captain's Cup" campaign in Argentina. 2. The campaign centered around a digital platform and social media promotion of "The Captain's Cup" soccer competition to boost brand awareness of Captain Morgan rum. 3. Through Facebook ads, partnerships with sports/rugby websites, and on/off-premise promotions, the campaign drove a 168% increase in Captain Morgan sales and a 4 percentage point increase in market share during the promotion period.
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![APPLICATION FORM<br />Award Category: Breakthrough Innovation Award Initiative<br />Program / Project: Captain’s Cup<br />Name (Group or individual): Jose Martin Rantica & Manuel Sorrosal<br />Market / Cluster: South LAC<br />Context: Captain Morgan was launched during Oct FY09 with a very small and 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/lacawardsapplicationformargentinacaptmorgan-jan2011-110122104412-phpapp02/85/Lac-awards-application-form-argentina-capt-morgan-jan-2011-1-320.jpg)
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