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What is your idea for bringing more consumers to the rum category?
Challenge Type: ideation
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top 25%
spots taken
2 months ago

Rum has played a prominent role in the world of beverages for centuries. From its humble beginnings in the Caribbean, where sugarcane cultivation and distillation techniques converged, to its global prominence as a key ingredient in iconic cocktails like the Mojito and Piña Colada, rum has evolved and adapted over time.

As Captain Morgan looks to the future of this category, we believe that the vibrant and creative consumers of today hold the key to revitalizing the rum category and making it relevant in today's world. We invite Gen Z consumers to join us in reinvigorating the category!

Your fresh perspectives, innovative ideas, and diverse experiences can help shape the future of rum. How do we introduce new consumers to this rich and versatile spirit? What can we do to make rum an appealing choice for a broader audience? Whether it's through modern marketing strategies, exciting flavor profiles, unique packaging, or engaging events, your ideas are invaluable.

  1. What is your current perception of the rum category? Consider the following:

    • What is your favorite brand and flavor of rum?
    • How were you introduced to this rum? What enticed you to try this rum?
    • What kind of feelings or experiences do you associate with rum?
    • Why do you associate this feeling or experience with rum? Consider social interactions/influences, bar experiences, marketing content, price, etc.
  2. What is your idea for increasing legal drinking age Gen Z interest in Captain Morgan?

    • How does this idea bring fresh excitement to Captain Morgan?
    • If this is an idea you have seen before with other products, how did it effectively increase consumer interest?
    • Please include photos, web scrapings, drawings, social links, videos, recommended influencers or homemade clips of your idea for bringing fresh interest to the rum category!
    Submissions will be graded on the following criteria:
  • 1-10 Scale
Reward Tiers
Top 5%
will share $1,000
Next 7.5%
will share $400
Next 12.5%
will share $200
Actual individual rewards will be based on the total number of eligible solutions.
$142.90 KILEGA JOSHUA Alabama Agricultural and Mechanical University
$142.90 Uchegwuoagwu Omereji Rivers State University Of Science And Technology.
$142.90 Matthew Gaiser Queen's University
$142.90 Lewis Kim University of California, Berkeley
$142.90 Buyondo Boaz
$142.90 Muskan Verma
$142.90 ERIKA FERNANDES Mumbai
$40.00 Sarah Galyon University of Tennessee Knoxville
$40.00 brian gillo University of Eastern Africa
$40.00 Deepak N
$40.00 Okpamen Obasogie Landmark University
$40.00 Marilia Gabriela UNINASSAU
$40.00 Ejoi Epale University of Nairobi
$40.00 Diksha Verma
$40.00 Edwin Okero Egerton university.
$40.00 Alla Sergueeva
$40.00 Pavani Nakka
$11.80 Nermeen Elassasy
$11.80 Nagat Oun Faculty of Economic Studies and Political Science
$11.80 Graziela Salvatori
$11.80 Liglis Rodríguez
$11.80 Lihle Zweni University of the Western Cape
$11.80 Jovin J Chettinad Academy of Research and Education
$11.80 Tara Lienlokken Penn Foster
$11.80 Karen Miller West Virginia University
$11.80 CALVINCE ONYANGO Machakos University
$11.80 bilal lucky
$11.80 Godwin Uwakwe Texas A & M University - Commerce
$11.80 Elliot Jordan
$11.80 Reena Reetha Job
$11.80 Simran Gogia London Business School
$11.80 Harikesh Sharma
$11.80 Armand Anoumang Dongseo University, Korea