Posted by Jennifer Sokolowsky on January 14, 2011 11:00 AM
While we're on the theme of brands tapping into new year's weight-loss resolutions, what's a healthier diet without a little exercise?
Even the doyenne of celebrity fitness brands — Jane Fonda — is back in a leotard, pitching boomers and zoomers to get serious about their glutes and pecs. Now Captain Morgan spiced rum offers a workout video that targets the funny bone.
The "Captain Morgan Workout" also riffs on the rum brand's mascot, whose classic pose on its bottle label has filtered into popular culture. The mock workout involves placing the right hand on the hip, raising the left leg, placing the left hand on the left knee, holding, lowering, and repeating. The video explains proper technique and offers result testimonials: "It's like having your mind blown with fitness!"
As the captain explains, his foray into the fitness arena is a natural brand (and leg) extension: "There are three things a pirate is famous for: Looting, pillaging, and developing high-intensity, low-impact resistance training programs."
The campaign continues the Captain Morgan's pose theme that was also used in the "One Million Poses" promotion that launched in November (above) with an assist from another iconic brand mascot: Playboy's Playmates. Captain Morgan pledged to donate $1 million to charitable causes that promote responsible drinking and encouraged fans to send in photos of themselves in the pose.
While apparently the Captain Morgan Workout strengthens every muscle in the body, the implication is to also give the arms an extra workout as well by raising a glass to the lips and lowering. Now, vary the exercise a little bit by continuing that exact same motion.
After all, if laughter is the best medicine, is it also the best workout? And what better way to get rid of that rum tum-tum?