Unleashing The Kraken's monstrous brand world
The Kraken Rum
Adding depth to The Kraken’s brand world
The Kraken Black Spiced Rum had a terrifying problem. People loved the brand and bottle but saw the liquid as shallow and lacking substance. We set sail to tell a deeper story.
Our audience was subversive and non-conformist - a tough crew to win over. Rum lovers who wanted to stand out from the crowd. So, we couldn’t be ordinary. Couldn’t be mainstream. Instead, we told an old legend in a new way using an ominously-ownable voice - a crucial weapon in The Kraken’s brand world.
We brought the brand’s mythical origin story to life in a dynamic 30-second film, showing how the rum was first stained ink-black after a ferocious Kraken attack (a tale of terror and tentacles). It brought much-needed realism and taste credentials.
The wider global campaign was amplified across multiple channels, from posts to POSM, all ruthlessly focused on building the rum’s quality perceptions. And all using the remorseless brand voice oozing with dark wit.
"No other brand can tell such a dramatic and legendary story! Our aim is to give meaning to our Black Spiced Rum and showcase The Kraken’s bold and fearless personality and attitude – which we do in an unbelievably epic way."
