To launch THE KRAKEN we formed a world as dark and massive as the beast itself. Using a range of mediums, we created a monster – turning people into fans, and a new product into the world’s fastest-growing rum.
Kraken – Ceramic Press Kit
PRESS KIT: CERAMIC 2018
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Kraken – Black Ink
TV: BLACK INK
Deadpool’s Tim Miller directs as we Release The Kraken on the world of the real.
Kraken – Existence
TV CAMPAIGN: EXISTENCE
Animated by Adam Gault, this film series proved our scientific proposition: The Kraken is real.
Kraken – Print Ads
PRINT: MAGAZINES & TIN SIGN
Shot underwater, The Kraken’s updated print look delivered the anti-hero the spirits world needed.
Kraken – 3D Window
OUTDOOR: BEAST IN YOUR BELLY
This series of three disruptive installations garnered tens of millions of earned media impressions.
Kraken – Launch Kit
LAUNCH KIT: PROOF OF EXISTENCE
To launch The Kraken, we created this keepsake box and sent it to the press. It got so much attention, the brand began selling them direct to consumers.
Kraken – Documentaries
TV: DOCUMENTARIES
This series of documentaries introduced The Kraken to the world with a fully-formed wit, style, and point of view.
Kraken – Valentine’s Day Social
DIGITAL: VALENTINE’S DAY SOCIAL CAMPAIGN
We owned the world’s sappiest holiday with the most brutal digital campaign of all time.
Kraken – The Kraken Book
ACTIVATION: THE KRAKEN BOOK
This 80-page tome recounts the Kraken legend in horrifying detail. A decade after inclusion in the initial brand launch kit, The Kraken Book is still being sold to the public.
Kraken – Bus Shelter
OUTDOOR: RIDE THE KRAKEN
This Obie-winning installation gave commuters the chance to physically interact with The Kraken.
Kraken – Summer Social
DIGITAL: SUMMER SOCIAL CAMPAIGN
The Kraken’s take on vintage seaside postcards won over 26MM impressions on social.
Kraken – Website
DIGITAL: THE KRAKEN WEBSITE
The Kraken website shows a brand world without limits, where content bursts off the screen.
Kraken – Product Line
ACTIVATION: THE KRAKEN SUPPLY SHOP
Our product line for The Kraken expands the brand world and embraces the unexpected.
Kraken – Christmas Social
DIGITAL: CHRISTMAS SOCIAL CAMPAIGN
Our viral take on Christmas won 20MM impressions—and proved that nothing’s sacred in the depths.
Kraken – Painted Wall
OUTDOOR: KRAKEN VS. HUMAN
Thousands of fans Instagrammed themselves in front of this hand-painted Brooklyn installation.
Kraken – Mobile App
DIGITAL: MOBILE APP
Downloaded over 60,000 times, The Kraken’s Simulation Application for Nautical Maneuvering is the pinnacle of 18th century app design.
Kraken – Loyalty Program
ACTIVATION: KRAKEN LOYALTY PROGRAM
Less a loyalty program than a nefarious secret society, The League of Darkness reached 10,000 members in its first six months.
Kraken – The Legend
TV: THE LEGEND
The brand’s first national TV spot brings viewers inside the iconic bottle to witness The Captain receive his brutal comeuppance.
Kraken – Ceramic
DIGITAL: CERAMIC SOCIAL CAMPAIGN
The Kraken’s take on vintage seaside postcards won over 26MM impressions on social.
Kraken – Zombie Projection
OUTDOOR: ZOMBIE PROJECTION
Upwards of 30,000 people attend the Zombie Pub Crawl in Minneapolis. We activated this event in true Kraken style, by destroying the biggest thing we could get our tentacles on – with a brain-eating 3D projection.
Kraken – Wrestle The Kraken
ACTIVATION: WRESTLE THE KRAKEN
We refurbished a series of vintage arcade cabinets to let consumers reach out and touch The Kraken – and reinforced the core brand story of STRENGTH in the bargain.
