Hour of the Kraken
Kraken Rum. North America.
The Challenge
Kraken Rum. Famous for its dark, spiced flavor and mischievous brand persona… They enlisted Goat North America to build awareness and consideration for Kraken’s new lighter “Gold Spiced” range.
The Insight
Following a competitor analysis, we could see that many alcohol brands were leaning into traditional “cocktail recipe” content and aesthetic images on Instagram. But we wanted to differentiate this launch and really lean into Kraken’s brand of intrigue, mystery and storytelling.
The Approach
We split the campaign into two key phases; a noise-making launch event followed by a longer term creative influencer campaign that would continue to drive awareness and consideration.
Our tentpole NYC event announced the new Gold Spiced Rum brand in style, and we invited local influencers to create content in the lead up and on the day.
Next came the launch of our ‘Hour of the Kraken’ creative. This launch focused on highly aesthetic content that amplified Gold Spiced Rum, leveraged a more memorable experience, and drove trials of the new beverage.
Each story began with the creator striking gold in the form of a custom wooden PR box, before holding their bottle of Gold Spiced Rum aloft as a “treasure from the seas.” The mysterious bottle was the catalyst that allowed creators to share their #HouroftheKraken fable, rounding off with a toast to the Kraken.
Our “Kraken Mavericks” each had their own unique tale to tell for the campaign creative. We led with a cocktail of micro and macro creators, including TooTurntTony, Claire Allen, Molly Russo, and Logan Isle among others.
The Results
Benefitting from our influencer campaign, we drove significant awareness and excitement around the new Kraken Gold Spiced Rum, achieving 4.6m+ impressions and nearly 1m engagements.
People really resonated with the content and the campaign achieved an astonishing 100% positive brand sentiment and 300,000 clicks to the Kraken website.
As a result of our collaboration, in 2023, we were named Influencer Agency of Record for Kraken Rum.
