As the first expression of Captain's new culture platform, Spice On SZN, we were briefed to deliver a set of hyper-relevant live events that would help drive trial of the classic Captain & Cola serve, and establish the brand’s new role in their world - all while building hype ahead of larger-scale FY26 activity.

Captain’s target audience generally don’t want overproduced brand moments. They want something that feels unfiltered, unexpected, and undeniably real. With algorithm fatigue on the rise and traditional advertising losing its edge, they’re seeking experiences that cut through the noise - not with polish, but with (brand) personality.

We recognised that the best moments in young people’s lives often come from the places they’d least expect them. So rather than trying to impress with glossy venues or conventional party tropes, we leaned into the mundane. By subverting the everyday and doing it with substance and spontaneity, we could capture attention, spark conversation, and create a deeper emotional connection to the Captain Morgan brand.

Building on our previous convenience store-based party for Captain Morgan, our approach was rooted in one clear idea: spice up the mundane. We set out to transform two unremarkable, everyday spaces - an open-plan office in London and a university lecture hall in Bristol - into bold, unexpected parties that felt intimate, exciting, and unmistakably Captain Morgan.

To bring credibility and curatorial authority, we collaborated with Foundation FM - the pioneering London-based, female-led radio station known for championing underrepresented voices and sounds. Working hand in glove, we co-curated the line-up, the guestlist, and the visual identity of the events, making sure every detail reflected our audience’s world, spiced up with just the right amount of irreverence.

Rather than disguise our venues, we doubled down on their original purpose. Office furniture was selectively left in place, lighting was swapped for bold uplighters, and windows were vinyl'ed to control mood and atmosphere. In the lecture hall, we leaned into academic tropes with visuals mimicking exam papers, Zoom calls, and screen shares - all projected above the DJ’s who were playing from behind the lectern. Each moment was designed to feel playful but intentional. Whilst, exclusive merch was tailored to the setting: graduation caps and ties for the lecture hall, office-themed accessories in London.

Flyposters teased the events across high-footfall areas, featuring QR codes and tongue-in-cheek messaging to build anticipation. The “Get on My Guestlist” mechanic drove organic excitement and data capture. Social hype built across Captain Morgan’s channels as well as Foundation FM and talent accounts - with dark ads supporting reach and competitions offering limited spots for each night.

On the ground, DJs including Shanti Celeste, Peach, OK Williams and C FRIM brought a heavyweight underground energy, while the content captured across both nights became central to Captain Morgan’s wider Spice On campaign rollout.

The launch events succeeded in shifting perception and cementing the brand’s new cultural direction. We secured coverage across key youth media platforms including Culted and GRM Daily, delivering a total circulation of over 373,000. On social, the events reached more than 1.7M people across 19 pieces of original content - shared by talent, media and Captain Morgan themselves.

Twenty earned media pieces went live, split across pre-event build and post-event wrap-up. The events also provided a rich seam of content for Captain’s owned channels, with photography and videography repurposed across social storytelling and future pre-promo activity.

More importantly, the audience got it. Spice On SZN launched not just as a platform, but as a killer new culture-led approach for Captain Morgan - with these inaugural events setting the tone for what’s to come through 2026.

Watch the Office Party wrap-up video below: