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Captain Morgan is capitalizing on election year timeliness to connect with millennials with a campaign to lower the minimum age for US Presidency.

Currently, per the US Constitution, presidential candidates must be 35 – which excludes the important millennial consumer base. Captain Morgan is running a video and print campaign focused on the #UNDER35POTUS hashtag to start social conversation, augmented with a campaign-bus style experiential effort, all of which drives consumers to sign an online petition.

The brand insists the effort is genuine and not a timely, publicity driving stunt – but will millennials believe that from such a heavily branded effort? Their participation and buy in will be the determining factor. With nearly a quarter of the 30-day petition period lapsed, the petition has only gained 4,000 of the 100,000 necessary signatures to spark action from President Obama’s office.