The brand as launched a marketing campaign in the form of an official petition to change the eligible age for holding presidential office. Article II Section I of the U.S. Constitution stipulates that the nation’s president must be at least 35—which is around the age of the eldest millennials.
Last week, we shared some theoretical tips for marketing to that generation. Now, Captain Morgan is showing how it’s done in practice—only, not everyone is impressed.
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Here’s how the brand is positioning its campaign in social media:
The U.S. Constitution forbids us from having an #UNDER35POTUS. Let’s amend that, together: https://t.co/AOfnzGZk12 http://pic.twitter.com/zaFR76IbS7
— Captain Morgan (@CaptainMorganUS) July 19, 2016
Captain Morgan brand manager Adrienne Cuschieri Grooms said in a statement:
It's no secret that millennials have gradually been disengaging from the political process. The fact that there are very few elected under-35s on Capitol Hill is symbolic of this disengagement, and bringing more young adults into the democratic system can only make our nation better. It's not like we're trying to create change for the sake of change. This is a very real and important issue. Millennials make up some of the most progressive, innovative, intelligent, and successful people in our country -- why shouldn't they be able to be president of the United States?
The petition itself, found here on the White House petition site, reads, “It’s clear that individuals under the age of 35 have been revolutionizing our country for centuries, and are just as capable as an older candidate.”
True? Perhaps. Odd coming from a brand whose mascot is a pirate? Probably.
Advertising Age called it “pandering to millennials.” Several millennials tweeted to the company, expressing concern:
@CaptainMorganUS Go home. You're drunk on cheap rum.
— Biscuit Salad (@BiscuitSalad) July 19, 2016
@CaptainMorganUS Why? Young people are stupid
— RotterdamNole (@nynole55) July 19, 2016
@CaptainMorganUS I'm under 35 and I'm also completely against this idea.
— Tyler Boliver (@TylerBoliver) July 19, 2016
@CaptainMorganUS just a bizarre thing to take a stance on
— Real Trent Flubbs (@RealTrentFlubbs) July 19, 2016
This is Venn diagram marketing at its finest. What do millennials like? Rum! What do millennials not like? Politics! What can we do to capitalize? Petition! You’ll find this campaign right in the middle.
What do you think, PR Daily readers? Is this a timely campaign—or a weak attempt to grab consumers’ attention?
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