Captain Morgan’s global campaign, “However You Spice,” invites consumers to look up from their screens and reconnect with friends in real life.

The campaign is informed by a 2024 study that found Canadians are spending up to 15 years of their lives on their mobile devices. According to the brand, two-thirds of Canadians feel they spend too much time on their phones and 67% report craving more meaningful moments in their daily life.

Captain Morgan’s latest integrated effort is the next chapter of the brand’s “Spice On” platform, which aims to answer the growing desire for genuine connection while celebrating the unique “spice” everyone brings to the party. “We hope Canadians resonate with the brand’s unique approach by using humour and joy to create a meaningful call-to-action for our consumers,” Nadia Niccoli, head of marketing at Diageo Canada, said in a press release.

“Creating a campaign that encourages people to stop mindlessly scrolling in favour of meeting up with their friends in the real world was important to us,” Samori Gambrah, global brand director at Captain Morgan, said. “It’s during these real-world moments that we can all be our authentic selves and really appreciate what each of our friends brings to our crew.”

Captain Morgan worked with Anomaly U.K. in the development of the new campaign alongside director Keith Scofield. The “However You Spice” campaign launched digitally on Nov. 26 in Canada and will reach Great Britain in the New Year, spanning TV, digital and social media.

Captain Morgan said it will also provide consumers with real-life experiences to bring the campaign message to life and put their consumer call to action into motion. This will include activities such as pop-up bars in places notorious for having no phone signal.