Captain Morgan will also run a video ad (at top) that will get
paid digital support. It stars several high-achieving
under-35-year-olds, including Ben Lerer, CEO of Thrillist; Tiffany Pham, CEO of Mogul, a
digital hub for women; Mickey Meyer, who co-founded the online
comedy network Jash; Elliot Sanchez, founder of mSchool, an
education technology company; and Dan Friedman, founder of
Thinkful, an online school for software engineering.
While the effort seems like a marketing stunt timed to get
attention just as election season heats up, a Diageo marketer
indicated the brand was serious about the push.
"It's no secret that millennials have gradually been disengaging
from the political process," Adrienne Cuschieri Grooms, a
33-year-old senior brand manager for Captain Morgan, said in a
statement. "The fact that there are very few elected under-35s on
Capitol Hill is symbolic of this disengagement, and bringing more
young adults into the democratic system can only make our nation
better. It's not like we're trying to create change for the sake of
change. This is a very real and important issue. Millennials make
up some of the most progressive, innovative, intelligent, and
successful people in our country -- why shouldn't they be able to
be president of the United States?"
To support the effort, the brand has created under35potus.com,
which redirects visitors to petitions.whitehouse.gov, where they
can sign the petition. Under Obama administration rules, if
petitions gather 100,000 signatures in 30 days, the White House
will issue an update on the request within 60 days. The campaign
targets people ages 21 and older.
Diageo will also support the effort with an experiential
campaign that includes a campaign-style bus tour. Agencies working
on the campaign include Taylor Strategy for creative, VaynerMedia for social media strategy,
Carat for media and Starpower for influencer
Captain Morgan's campaign comes in the wake of millennials
overtaking baby boomers as the nation's largest living generation,
according to population estimates released earlier this year and
cited by the Pew Research Center. Millennials,
considered anyone aged 18 through 34 in 2015, number 75.4 million,
while there are 74.9 million baby boomers (ages 51 through 69),
according to Pew.
Citizens must be at least age 25 to serve in the House of
Representatives, while senators must be at least 30. Congressional
lawmakers had an average age of 57 as of 2015, according to The Hill.