Kraken, a new rum, sought to break into the crowded rum sector but didn’t have a clear voice.
We cultivated a strong, creative alignment between the dark spirit and a dark holiday – Halloween – for the ultimate launch that resulted in massive buzz and consumer delight!
Social Presence Increase
Proximo Spirits was introducing Kraken, a new brand in the crowded rum sector, where category leaders Bacardi and Captain Morgan were spending at 10x the rate of Kraken’s initial launch budget.
Sales and category analyses revealed opportunistic “moments” when Kraken sales were high and competitive activity was low. A paid media and PR campaign during these moments would give Kraken high visibility. We identified Halloween as a “moment” of opportunity to establish and communicate a unique identity for Kraken.
Owning Halloween meant cultivating a strong creative alignment for a dark brand during a dark holiday. We collaborated with Kraken’s creative agency so that each media activation featured compelling creative designed to provoke consumer delight.
We negotiated with FX cable network for Kraken to sponsor American Horror Story: Coven, a perfect creative fit. The program strongly increased target reach and was the #2 most-tweeted show while on the air.
Digitally, we worked with video partners including YouTube to launch a music-focused video campaign during the busy Halloween party season, playing at house parties across the country.
In Outdoor, Generator secured a strategically located wallscape in the heart of Williamsburg Brooklyn’s nightlife scene near three on-premise accounts targeted by Proximo’s sales force. We commissioned a unique ground level painted mural, encouraging consumers to take their picture next to The Kraken and share the photo through social media, which brought national exposure to a hyper-local and trade-focused initiative.
A stunningly original OOH execution of the Kraken pulling a man out of a building window in Portland - a Proximo sales force target market - brought additional buzz for the brand, enhanced by their PR agency efforts.
During the 4-week campaign, Kraken sales volume increased +21% YoY, reaching a high of +29% during Halloween week. During the American Horror Story sponsorship the Brand’s daily Facebook page Likes increased +116%. The sales force reported that the campaign helped open many new accounts in targeted markets.