Jeweler and entrepreneur Ben Baller knows a thing or two about ice. So when Captain Morgan partnered with him, Captain on Ice felt like a pretty natural way to launch the partnership.

We launched it at Minus5, a sub-zero bar in the Vegas desert. After arriving by private jet, of course. And because you can't call something Captain on Ice without some actual ice, we created custom iced-out Captain Morgan chains for the occasion. From there, we took it to the fans with a soccer-driven sweepstakes, PR, social, mini podcasts, and an El Tráfico celebration ahead of the MLS All-Star Game.

Rum. Soccer. Jewelry. Vegas. Sometimes the pieces just fit.