Captain Jack Cuba Libre – launch of Kompania Piwowarska’s novelty campaign

Captain Jack, the rum-flavoured beer brand offered by Kompania Piwowarska, continues its party cruise. It has just welcomed another variant aboard – Cuba Libre. The beer tasting like the popular cocktail will appear on store shelves in March, accompanied by a wide-range sales support campaign.

The Caribbean is a fantastic source of inspiration, and Captain Jack draws from it abundantly. This time, it used the combination of the taste of Caribbean rum and an iconic American cocktail, which the whole world knows as Cuba Libre. Captain Jack Cuba Libre will be available in a non-returnable 400 ml bottle with a twist-off cap. It is a very convenient solution, which ultimately will be implemented in all the rum-flavoured beer variants; it will make bottle openers redundant and partying – even more carefree.        

– Meetings, parties, outings with friends – we have missed all that very much over the last months. We hope that this year we will be able to make up for the lost time, at least to some extent – thanks to more than one capital party in the company of Captain Jack’s new variant. Cuba Libre in our pirate version provides the excellent cocktail taste, 6% alcohol content and an intriguing look. Thanks to it, fun and adventure can gain a totally new character – says Izabela Ciupińska, Brand Manager at Kompania Piwowarska.

Together with the debut of Captain Jack’s new variant on store shelves, a Polish nation-wide campaign will be launched, which will encompass a TV spot, strong presence in social media, Spotify and VoD services, and distinctive point of sale materials. Moreover, the brand will engage well-known opinion leaders, who remain active in social media. The author of the advertising spot concept is the Grandes Kochonos agency, while it was executed by Kuba Michalczuk (direction), OTO Film (production) and Platige Image (postproduction). Media planning and buying was taken care of by the Zenith media house, social media activities are being carried out by Grupa Kreatywna CUKIER, and cooperation with opinion leaders is supervised by the Lettly agency.

Cuba Libre is the third variant in Captain Jack’s portfolio. The brand made its debut in Kompania Piwowarska’s offer in September 2018, and one year later the crew was joined by Captain Jack Pirate Orange, the beer with the taste of rum and oranges. Last year’s campaign titled “Capital House Party” won the “Best Alcohol Ad of the Month” title and dominated the global TOP5 in the “Alcohols” category, published in April 2020 by the AdForum industry service.