Captain Morgan tests 2-second ads in new social campaign

Two of the early winners in Diageo’s crackdown on murky online media are Facebook and Spotify.

Both platforms are at the heart of Diageo rum Captain Morgan’s latest campaign focused on 18- to 24-year-old drinkers. Having partnered with U.K. grime artist Lady Leshurr to bring credibility to its responsible drinking message, Captain Morgan expects to reach 4.3 million people in the U.K. and Ireland with the #LiveLikeACaptain promotion over the next quarter. None of those people, however, will see the ads on YouTube or Snapchat.

This is Captain Morgan’s first campaign since Diageo pulled ads from YouTube out of concern they could appear against inappropriate videos on YouTube and did the same for Snapchat over filters used by kids. People can still go to YouTube to watch the Captain Morgan ads, which are versions of a longer music video for Lady Leshurr, as Diageo hasn’t paid to place and target them. “Unfortunately, we’re not working with Snapchat anymore, and we’re not actually buying media with YouTube anymore,” said Amy Mooney, Captain Morgan’s head of Europe. “But Facebook and Instagram are still key platforms for us, as is Spotify. We want to reach millions of people.”

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