Captain Morgan Lime Bite Debuts Zesty New Advertising Campaign

'Delicious Pours' Spots Showcase the Latest Addition to the Captain Morgan Family of Products

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Apr 28, 2010, 04:23 ET

NEW YORK, April 28 /PRNewswire/ -- A slice of comedy is featured in a zesty new advertising campaign debuting today for Captain Morgan Lime Bite, a silver-spiced, lime-flavored rum that launched in December and is the latest addition to the Captain Morgan family of products. The "Delicious Pours" campaign will feature three 15-second spots "Cry for Help," "Deliciouser," and "Sleepy" that will be seen on heavy rotation during sports programming on ESPN, TBS and TNT. Captain Morgan Lime Bite will also have a digital presence on Yahoo! Sports, as a sponsor of their NBA playoffs programming.

Lightheartedly poking fun at the typical table-top cola or beer commercials, each spot will first appear with beautiful, slow motion shots and a big, over-the-top voiceover, romancing the delicious flavor and mouthwatering heaven that is a Lime Bite cocktail. It is then revealed that the demonstration was actually performed at a house party or by a bartender, but the main character comically retains the overly dramatic voice heard during the demonstration and each spot ends with a payoff for the hero striking the iconic Captain Morgan Pose.

"The addition of Lime Bite to the Captain Morgan family of products provides us with a very robust, diverse choice of variants for the brand," said Tom Herbst, Brand Director, Captain Morgan Rum. "And with this new advertising campaign we hope to grab the attention of adult consumers looking for a new twist in their consumption of choice."

A rum as versatile as the Captain himself, Lime Bite is a citrus-infused spirit that is perfect as a shot or as a complement to a variety of beverages, from lemon-lime soda to energy drinks. A shot of Lime Bite into a glass of beer is an equally refreshing choice.

The new campaign spots were developed by Grey New York.

Captain Morgan Lime Bite is available wherever the original Captain Morgan is sold.

As always, Captain Morgan asks consumers to drink responsibly. Captain's Orders!

About Diageo

Diageo (Dee-AH-Gee-O) is the world's leading premium drinks business with an outstanding collection of beverage alcohol brands across spirits, wines, and beer categories. These brands include Johnnie Walker, Guinness, Smirnoff, J&B, Baileys, Jose Cuervo, Tanqueray, Captain Morgan, Crown Royal, Beaulieu Vineyard and Sterling Vineyards wines.

Diageo is a global company, trading in more than 180 countries around the world. The company is listed on both the New York Stock Exchange (DEO) and the London Stock Exchange (DGE). For more information about Diageo, its people, brands, and performance, visit us at www.diageo.com. Celebrating life, every day, everywhere, responsibly.