Let's face it, not many brands have a cult following quite like Kraken Rum. So, forget the boring press releases and forget-me-not social media posts. We needed a campaign as bold and mysterious as the Kraken itself to debut its latest treasure, Kraken Gold Spiced Rum.

Our goal? To create a digital tidal wave of excitement that would have rum lovers across the web clamoring to get their hands on this mysterious new find.

We started with a cryptic teaser phase, dropping hints on social media, CRM & SMS that sent fans on a treasure hunt for clues. Cryptic messaging and imagery led fans to join our mailing lists to be the first to know when this treasure was unveiled. When the moment came for the big reveal, we did so with a takeover of the Kraken’s website, complete with a dedicated product drill down page where fans could purchase the product directly online.

And to top it all off, we collaborated with the legendary @thebutcherbilly for a line of limited-edition Kraken Gold merch; this was collector-worthy swag that had fans digging deep for a piece of the treasure.

By utilizing the brand's full digital ecosystem, we created a launch campaign that drove buzz, sales and loyalty for the mysterious Beast and it’s newest treasure; Kraken Gold Spiced Rum.

Scroll down to see how it all came to life👇👇👇