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Captain Morgan(R) Ups the Stakes on Consumer Challenge to Strike the Most Captain-Worthy Pose

Captain Morgan® Original Spiced Rum today announced its plans for the second summer of the Ultimate Pose Off campaign, designed to uncover consumers most legendary adaptation of the Captains iconic pose depicted on the label of the Captain Morgan bottle.

To celebrate the Captains Pose, and help consumers demonstrate that theyve got a little Captain in em, Captain Morgan will host Pose Off Contender Series competitions in bars across the country. In addition, Captain Morgan will partner with celebrities to host major red-carpet events throughout the summer.

Consumers will face off against each other in more than 1,200 consumer Pose Off Contender Series events hosted by Captain Morgan and his Morganettes. These in-bar contests will help find the Ultimate Captain Morgan Poser who will win a grand-prize trip to Hefners Halloween party at the Playboy Mansion in Los Angeles. Consumers 21 and older who submit their own Pose Off photo on between May 26, 2008 and September 3, 2008 are also eligible to win. All entries will be judged on originality, creativity, technical merit and overall awesomeness.

Captain Morgan is an iconic brand thats all about legendary times and what better way for our consumers to celebrate that than a party at Hugh Hefners Playboy Mansion, said Mike Pifer, Brand Director, Captain Morgan. Were thrilled about the opportunity for Captain Morgan consumers to strike their best pose for a chance mingle with the Girls Next Door at one of the biggest parties of the year. It doesnt get much more legendary than this.

Additional support for Pose Off will include a multi-million dollar television, online and outdoor advertising campaign. Three 15s cable spots created by Grey Advertising, Bar,Fulcrum and Beach, started airing this week. The Ultimate Pose Off television and online advertising features Girls Next Door Holly Madison and Bridget Marquardt.

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, 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 Celebrating life, every day, everywhere, responsibly.

About Playboy

Playboy is one of the most recognized and popular consumer brands in the world. Playboy Enterprises, Inc. is a media and lifestyle company that markets the brand through a wide range of media properties and licensing initiatives. The company publishes Playboy magazine in the United States and abroad and creates content for distribution via television networks, websites, mobile platforms, DVD and radio. Through licensing agreements, the Playboy brand appears in more than 100 countries on a wide range of consumer products, entertainment locations and retail stores.


Esther-Mireya Tejeda, 646-223-2328
Rogers & Cowan
Matt Paget, 310-854-8146

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