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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- Tags:
- Kraken,
- Activations






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.
- Tags:
- Kraken,
- Activations






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.
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- Kraken,
- Digital
- Social,
- Activations










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.
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- Kraken,
- Activations

















Kraken – Product Line
ACTIVATION: THE KRAKEN SUPPLY SHOP
Our product line for The Kraken expands the brand world and embraces the unexpected.
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- Kraken,
- Activations










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.
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- Kraken,
- Activations












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.
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- Kraken,
- Activations

Advertising is Dead As We Know It
