October 11, 2019

The objective for the Kraken Rum Seasonal Spectacular was to create a program that allowed the brand to own a piece of real estate in the store, while collaborating with the retailer to provide them seasonal influential long time tools to lock that particular floor space in for a 6 month period of time.

This program needed to engage the consumer with its now very recognizable 3 tentacle which has become the symbol of Kraken Rum. Kraken Rum is a premium black spice rum consumed by male and females age 21 to 50. Kraken Rum is a fun product that resonates with today’s culture.

The merchandising for this campaign needed to speak to the fun aspect of the product while capturing the symbolic influences for a specific period of time. Real estate management and real estate theatre are the key to getting floor space for Kraken Rum, for their very limited advertising budget allows them to focus the majority of their marketing spend for this retail presence. They also wanted a WOW factor that would achieve immediate recognition inside premium liquor stores, grocery and mass, for their message has been constant since the introduction of this product.

Client: Proximo Spirits
Brand: Kraken Rum
Main Channel: Beer, Wine and Spirits Beverage Retail
Awards/Recognition: 2020 Shop!
Year: 2019
Type: Semi-Permanent Display
Main Materials: Wood, Metal & Plastic
Merchandising Type: Semi-Permanent Display

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