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05.2011

Massachusetts Beverage Business

archivedPromotions

THE KRAKEN BLACK SPICED RUM

THE KRAKEN BLACK SPICED RUM is running a multi-million dollar television ad campaign.  Named for a legendary sea beast, the rum features the giant squid on its label and a bottle with handles evocative of the squid’s eyes.  The campaign will mark the brand’s first television appearance.  With an April debut, across a number of major cable networks, including ESPN, the 15- and 3O-second spots feature the sea monster attacking a ship and sailors on a sea of rum before morphing into the iconic bottle’s label.  The ad uses the same hand-drawn Victorian-style creative work that appears on the brand’s label, merchandise and print advertising.  The fully-integrated marketing program includes an interactive website, a social media presence, a national sampling program, premium online merchandise store, and the Kraken iPhone App, titled “The Simulation Application for Nautical Maneuvering”.  This game challenges users to deliver a shipment of rum barrels across the sea while avoiding the ravenous Kraken and other hazards, and is free to download on iTunes.

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