Global campaign to add depth to The Kraken
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.
TVC hero film | OOH brand campaign | Social content | On-trade activations
We brought the brand’s mythical origin story to life in a dynamic way, showing how the rum was first stained ink-black after a ferocious Kraken attack (a tale of terror and tentacles). We shot the 30-second TVC film using live action rather than illustration to bring realism, relevancy and taste credentials.
A global campaign, it was amplified across multiple channels, from posts to POSM, ruthlessly focused on building the rum’s quality perceptions. And all using the remorseless brand voice oozing with dark wit.
That’s fascinating…
From authentic costumes and character back stories to tattoos and period playing card designs, our research into 1870s seafaring went scarily deep!
“No other brand can tell such a dramatic and legendary story! Purple have managed to add real meaning and depth to our Black Spiced Rum and showcase The Kraken’s bold and fearless personality and attitude in an unbelievably epic way.”
1800 Tequila
Product launch campaign
Glenfiddich
Product launch campaign