The document describes a program called the "Champaign-Urbana Test Initiative" created by Captain Morgan to increase sales and distribution in the Champaign-Urbana market. The program involved selecting a local "Captain's Assistant" through a contest who would then promote Captain Morgan through local media, events, and sampling. A kickoff event was held where over 400 people attended to see the Captain select the assistant. The program resulted in over 1.3 million media impressions and a 231% sales increase for Captain Morgan in the market. Trade partners were very supportive and excited about the program.

1. Program Overview
Champaign-Urbana Test Initiative

2. Background
 Outstate Illinois’ Captain Morgan index highest in IL
 Outstate Illinois has several I-HUBS that have huge
LDA - 25 populations (U of I, ISU, NIU, SIU, Bradley)
 Competition has ramped up I-HUB focus; added
sampling events, price promotions, testing new brands
 I-HUB operators, lock on distribution and features
heavily based on promotional commitments

3. Challenge
 Build on current promotional elements and create a
integrated plan to win with Captain Morgan
 Start with University of Illinois - Champaign-Urbana
where the heaviest competitive issues are and our
biggest target population (approx. 50,000 U of I)
 Ideal is to integrate national advertising and
programming with local elements (media, event ideas,
pricing, distributor, on & off retailer, and target
consumers)
 Outcome should be measured in volume, profit,
feature & shot commitments, display & ad
performance, relationships and consumer impact

4. Idea
 Develop “Apprentice” style program called “The
Captains Assistant” where target consumers can apply
for an apprentice - like role with Captain Morgan.
 Assistant will be on billboards, weekly radio show,
help promote and plan Captain Parties in Champaign-
Urbana market (A true local celebrity and ambassador)
 Assistant nominations begin with radio ads, bar
parties, POS, etc.
 Program communicated through off and on premise POS, during all MKTG
sampling events and on-air (WPGU)
 WPGU DJ’s trained and served as honorary CM Ambassadors
 Captain’s Assistant is unpaid intern at MKTG

5. Overview
 Two Part Program
 Part 1: Assistant Nomination Process w/ lead up execution
 The Captain picks an assistant, at major event
 The Captain’s Assistant goes to work
 Sampling events with MKTG
 Weekly radio show
 OOH
 Planning April 30 event
 Part 2: April 30 – Halfway to Halloween Event
 Everyone must come dressed as the Captain or Morganette
 Celebrity Judges including The Assistant will pick individual with best
interpretation of Captain / Morganette costume
 Winner and guest will be accompanied by CM Assistant and MKTG Event
Manager to Captain Morgan Club at Wrigley Field + Game

6. INVITATIONS
Consumer invite
Trade invite

7. DRINK MENU

8. Pre Event …

9. The Event …
 The Captain’s Boardroom was held on slowest bar
night, a Tuesday in Champaign, IL
 Over 400 attendees
(6 Finalists)
 Good mix of trade and consumer

10. The Event …
Had a Captain VIP pick up …

11. The Event …
The Captain & IL Morganette arrive …

12. The Event …
The Captain picks an assistant …

13. The Event …
All attendees received a commemorative t-shirt

14. Results
 120 entries
 Over 400 attendees at Boardroom event
 Over 160 key influencers at Boardroom event
 Media (print, radio, OOH, social)
= 1,300,000 IMPRESSIONS
 100% of on-premise accounts: weekly drink
feature
 100% of on-premise accounts: permanent CM
visibility in the decision corridor
 Captain Morgan Sales +231%

15. Trade Comments
 Owner of hosting account: “I cannot believe how many influencers are here! I do a lot of big
events but I have never seen as many top account people. We sold over 3 cases of Captain
Morgan tonight and I will be pushing this even more!”
 Account GM: “I called an 8pm staff meeting and then as a surprise I took them to the
Captain’s Assistant event to show my staff everything CM does for us and have some fun.”
 Account GM: “This is a great way to get my staff excited about Lime Bite this semester. The
program and event has solidified Lime Bite within the on premise”
 Account owner: “I think it’s important to do nice things for my staff and it’s great that you did it
for me with this event. Additionally, it got my staff behind Captain Morgan and Lime Bite.”
 Account GM: “I wouldn’t have thought that my staff would be so eager to go to a competitive
account for a CM event. But it turned out I had to turn people away so at least I could have
someone behind the bar in my account…”
 Account Manager: “Everybody was “jacked up” to attend this event because of the buzz and
the first class nature of the event. By the way, the buzz continues and everybody is excited
about Lime Bite.”
 Account Owner: “Even though we all compete with each other, at the end of the day we
recognize that this adds value to the whole market.”
 Account GM: “I cannot believe that you picked Champaign for this first ever program. Thank
you Diageo and Captain Morgan. I am squarely behind your products!”