Captain Morgan Sliced

Captain Morgan's first foray into the FMB space landed in a category set to be worth $2.3 billion by 2030, and packed with competition. Breaking through required a platform so memorable that it would make the audience reach for Sliced at the POS refrigerator, before anything else. Sliced is Better did just that; , brilliantly stupid (or stupidly brilliant), the product name and visual device did the heavy lifting across every touchpoint, with an identity so distinct Gen Z couldn't miss it

Role: Business Director, Anomaly