Diageo GB is investing £3million in the Morgan’s Spiced rum brand, including a dedicated website (www.morgans-spiced.co.uk) offering prizes and free drinks vouchers and a targeted sampling campaign.

A new television and cinema advert – the first TV advertising campaign for the brand in more than five years – will be supported with press and online activity.

The theme of campaign is ‘The Modern Adventurer’, and the creative shows how people find adventure in ‘the everyday’. The tongue-in-cheek TV ad features men preparing for a visit to a new local pub in their town. The epic and adventurous journey they undertake features challenges including navigating through the local park, avoiding aggressive geese, and avoiding hazardous weather conditions in the form of a leaf blower. The 'voice' of Morgan's Spiced is provided by veteran character actor Brian Cox.

Advertising will drive consumers to the website, where they will be able to register to get offers and news.

Alongside the advertising campaign, Diageo GB will be investing £800,000 to drive trial and awareness of Morgan’s Spiced. Select on-trade outlets will host interactive sampling experiences, giving consumers the chance to taste Morgan’s Spiced & Cola. The campaign was developed by KK Outlet, the new London office of independent Dutch agency KesselsKramer.