2025 Ex Award Silver Finalist Best Experiential Stunt

During Super Bowl LIX in New Orleans, Captain Morgan pulled off a bold brand act by renaming Bourbon Street to “Rum Street.”
They threw an epic, all-access celebration with cocktails, local music, and T-Pain—bypassing traditional ads entirely.
It wasn’t just a party—it was a stunt that made Captain Morgan one of the most talked-about names of the Super Bowl.