Diageo's Captain Morgan rum is trying to solidify its branding as the spirit for Halloween through new TV spots showing how to have a party for the occasion, sponsored celebrations at Talladega Speedway, in Key West and New Orleans and an online photo contest to pick the best costume. "We feel like Captain Morgan sort of owns Halloween. No other brand markets as much as we do and sees the return from it," said Tom Herbst, director of marketing for Diageo Rums.

Full Story:

Related Summaries