Diageo’s Captain Morgan rum brand has launched a second version of its “Ultimate Pose Off” competition, offering as a grand prize a trip for six to attend Hugh Hefner’s Halloween party at the Playboy Mansion in Los Angeles this fall.
The contest is seeking consumers’ best adaptations of the iconic knee-bent pose on the Captain Morgan Original Spiced Rum label—a theme that is carried through the brand’s TV advertising, including three new 15-second spots promoting the contest.
Players can post their Captain-like photos at www.CaptainMorgan.com until Sept. 3. The Web site also hosts a gallery of photo submissions.
The contest will also be carried on through more than 1,200 on-site events hosted by the brand, featuring Captain Morgan and the Morganettes.
The winner will be determined by a panel chosen by Captain Morgan, who will judge submitted poses for originality, creativity, technical merit and “overall awesomeness.”
Besides the TV spots created by Grey Advertising, the Captain Morgan “Ultimate Pose Off” will be featured in online and outdoor ads incorporating the Playboy brand through use of two female cast members from the “Girls Next Door” reality TV series about life in the Hefner household.
Diageo markets a portfolio of leading alcohol brands including Johnnie Walker, Guinness, and Smirnoff.