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Calling Captain Prankster

Are you a practical joker? Do you like pulling fast ones on your friends? Do people call you Captain Prankster? If so, Captain Morgan has some great new arsenal for your repertoire. Known for his mischievous and legendary times, Captain Morgan is launching a customizable voicemail tool that will allow consumers to prank both friends and foes alike. No one knows better than The Captain that legendary nights with friends begin and end with a good call.

Starting today, adult consumers 21 and over can visit www.callingallcaptains.com to begin pranking. Once on the website, consumers can choose from three possible voicemail scenarios, the “cute girl” at the bar, the “angry boyfriend” or the “un-paid bartender”. Once the scenario is chosen, consumers will be able to customize the voicemail with options such as what they were wearing on the night out, which venue they were at, defining characteristics of their friend, etc. Once the “Mad Libs” style form is filled out, consumers can preview their voicemail and send it to their unsuspecting friend. The message will either go directly to voicemail or ring once and go to voicemail, depending on the recipient’s phone carrier.

“Captain Morgan’s consumers are known for turning ordinary occasions into legendary moments,” said Tom Herbst, Director of Marketing, Diageo Rums. “With this new voicemail tool, we are providing consumers another outlet to interact with their friends in the playful and fun-loving fashion synonymous with the Captain Morgan brand.”

This voicemail application, conceived of and built by MRM Worldwide, is part of the overall marketing support for the “Calling All Captains” campaign, which launched in May. The new campaign includes multiple television spots that were created by Grey Worldwide and will be seen across the cable network spectrum including ESPN, Spike TV, Comedy Central, FX, TBS and Discovery. The 15s to 30s spots have coined personas from “Captain Improv,” to “Captain Icebreaker,” to “Captain Showstopper,” and more. Social responsibility is always a priority for Captain Morgan and the “Captain Keymaster” spots embody the Captain’s spirit while promoting responsible drinking.

Additional marketing support for the “Calling All Captains” campaign includes online and outdoor advertising, on and off-premise activations and key promotions across the country at major events throughout the year.

About Diageo

Diageo (Dee-AH-Gee-O) is the world's leading premium drinks business with an outstanding collection of beverage alcohol brands across spirits, wines, and beer categories. These brands include Johnnie Walker, Guinness, Smirnoff, J&B, Baileys, Jose Cuervo, Tanqueray, Captain Morgan, Crown Royal, Beaulieu Vineyard and Sterling Vineyards wines.

Diageo is a global company, trading in more than 180 countries around the world. The company is listed on both the New York Stock Exchange (DEO) and the London Stock Exchange (DGE). For more information about Diageo, its people, brands, and performance, visit us at www.diageo.com. Celebrating life, every day, everywhere, responsibly.

Contacts:

Diageo
Greg Leonard, 646-223-2111
Greg.Leonard@diageo.com
or
Rogers & Cowan
Glenn Lehrman, 310-854-8189
glehrman@rogersandcowan.com

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