Captain Morgan 0.0% Cornershop Shoobs

Our campaign answered the Captain Morgan and Diageo brief by making 0.0% feel native to nightlife. It was a campaign built to do more than sell rum, it was designed to shift nightlife culture. We created a culture-first way for young people to choose Captain Morgan 0.0% for fun with friends. We leaned into how Gen Z are already reshaping nightlife, building sober community online and set out to make that energy feel real and a brand moment Gen Z actually cared about.

Problem
Nights out still assumed alcohol. If you weren’t drinking, the room felt like it was for someone else. People wanted to feel present and part of a crew, but the venue experience left many feeling isolated. The challenge was to make late-night culture welcoming for both sober and drinking friends and to shift the idea that fun requires alcohol.

Solution
We brought the corner shop spirit to life with an experiential pop-up rave styled like a British off-licence faux snack aisle, DJ counter takeover and a Captain Morgan 0.0% cocktail bar, with sets from Nia Archives, Conducta and Chip. The idea extended beyond the room through Boss Man Profiles, a Youtube Grime Report £5 Munch series and Dial-a-Rave, creating moments that could live on streets, screens and campuses. From launch through scalable dates, the brand showed up where the culture lives and made choosing 0.0% feel natural with friends.