Produced by Diageo, Captain Morgan is a brand of rum with many distinct flavors and personalities. Historically, the white and brown spirits category is very competitive as consumer tastes and trend constantly evolve and established brands learn to compete with crafted options every year. In an effort to tap into the psych of the modern Captain Morgan consumer, our strategic partner Now What discovered insights that led to the creation of Will. Together, we co-created a magazine story-line that presented Will with a look, voice, and behavioral insights. The brand used this in their efforts to re-calibrate their marketing efforts.