Captain Morgan’s biggest ever global responsible drinking campaign calls on people around the world to ‘Enjoy Slow’ and celebrates drinking in moderation


Captain Morgan is unveiling its biggest ever global responsible drinking campaign in partnership with multi-award-winning singer, songwriter and rapper Bree Runway, calling on people around the world to ‘Enjoy Slow’ and moderate their drinking.

Following the launch of Captain Morgan’s Spice On campaign in Summer 2022, the latest global campaign features Bree Runway and her smooth, slow jam remix of 90’s track, ‘Rhythm of the Night’; encouraging people to sip slowly.

The up-tempo song was chosen not only for its significance as one of the most prominent dance classics of the 90s, but also for its lyrics. Echoing the words, this is the rhythm of the night, ‘Enjoy Slow’ encourages drinkers to set their own pace, and not be afraid to say no to a drink or another round. The ambition is to normalise moderation in social settings as aspirational and fun, contributing towards Diageo’s Spirit of Progress ambition of reaching 1 billion consumers with moderation messages by 2030.

Having risen to fame and burst onto the music scene with her own spin on iconic anthems, Bree Runway has been nominated for Best New International Act as well as the Brits Rising Star award and in November last year, appeared on the cover of Rolling Stone magazine in the UK. Her unique genre bending style has given the party track a laid-back feel, reimagining it for a new audience.

Bree Runway said: “This collaboration felt like a natural fit for me as I actually started out doing mashups and my own versions of songs. Rhythm of the Night is such a well-known, fast-paced track and slowing it down has been a fun experience that really brings the message of moderation to life in a creative way. It goes to prove that just because something is slower, doesn’t mean it’s less enjoyable. Less alcohol doesn’t mean less fun. The entire process has been so collaborative, I’ve felt very connected to the campaign.”

Samori Gambrah, Global Brand Director of Captain Morgan, said: “We want to use the power of our marketing and partnerships to make responsible drinking celebratory and a social and cultural norm. The ‘Enjoy Slow’ campaign is all about people setting their own pace and not being afraid to say no to a drink or another round.  Captain Morgan is a brand that’s about spice, individuality and fun and Bree is the perfect partner for the project as she possesses all these qualities in spades.”


Jocelyn Anquetil was appointed to direct the campaign, the campaign was developed by Virtue Worldwide, the creative agency powered by VICE Media Group and produced by Pulse Films.


Jocelyn Anquetil, Director, Pulse Films, said: “Directing this campaign was a creative challenge, creating a world where the pace slows down but doesn’t compromise on energy and warm, fun vibes. It’s definitely not what we’re used to but I feel like the collision of these opposing forces really paid off. And having worked with Bree before I knew she was the perfect personality to deliver the message of the project – no one’s telling her what to do, she just does what she feels, and in this case, she’s taking it slooooow and no one can tell her otherwise!”

Nate Woodhead, Executive Creative Director, Virtue, said: “We learnt from consumer testing that in order to create an effective responsible drinking campaign, we needed it to be fun and land in a way that feels positive. Music is an incredibly impactful tool for storytelling and the lyrics in Rhythm of the Night worked perfectly to share our important message around moderation. Pairing that song with Bree’s laid back, mellow vibes really brought to life the creative vision of the campaign.”

The global ‘Enjoy Slow’ campaign consists of an omni channel launch that includes digital and broadcast that will initially launch in Great Britain and South Africa this Spring, followed by markets across Eastern Europe and around the world. The first set of media plans are set to deliver over 163 million impressions across the UK and South Africa alone.

The ‘Enjoy Slow’ campaign is part of Captain Morgan’s broader commitment to responsible drinking. Captain Morgan continues to leverage relationships with US sports associations to encourage the consumption of water and has recently partnered with THINK! in the UK to tackle drink driving.


– ENDS –

Watch the full campaign here:

Watch the behind the scenes with Bree:

Watch the behind the scenes with the team behind the campaign:




Client: Captain Morgan: Samori Gambrah – Global Brand Director & Michelle Lavipour – Head of Culture

Creative Agency: Virtue Worldwide

PR: Smarts

Media Planning: PHD Worldwide

Director: Jocelyn Anquetil

Executive Producers: James Sorton, Jamie Walker, Chris Harrison

Producer: Drew O’Neill

Production Manager: Ellie Sanders Wright

Production Assistant: Jess Glaus

Location Manager: Tom Reeves

1st AD: Jack Meredith

Casting Director: Beast

Director of Photography: Pieter Snyman

Gaffer: James Duffy

Production Designer: Lucie Red

Drinks Stylist: Ray Spencer

Choreographer: Kash Powell

Hair/Makeup: Maya Man

Bree Stylist: Holly Adamthwaite

Costume Designer: Verity May Lane

Editor: Charlie Von Rotberg

Editing Company: Stitch

Colourist: Megan Lee

Post Production Company: Electric Theatre Company


For more information, contact:  


Notes to Editors:  

About Captain Morgan

Captain Morgan, owned by Diageo, is one of the world’s biggest rum brands. Captain Morgan offers a choice of different drinks, each with its own distinctive flavour and personality. Smooth and medium bodied, Captain Morgan Original Spiced Gold is a spirit drink based on a secret blend of premium Caribbean rums, mellow spice and other natural flavours. Captain Morgan Original Spiced Gold is the perfect mix with Cola – the secret recipe of spices blend with the Cola to make a legendary mix!

About Bree Runway

Bree has recently supported Lizzo on her Europe tour. Her London show at Kentish Town forum takes place on April 6th 2023

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