The Kraken Rum Launches New TV and Digital Marketing Campaign

$10MM national television buy for the fast-growing rum brand.

JERSEY CITY, N.J., Nov. 20, 2013 /PRNewswire/ — It’s happened: The Kraken has burst from the realm of myth into the living world—and into living rooms across America. The Kraken® is America’s fastest-growing rum brand and today, premium spirits importer Proximo Spirits launches a new television and digital campaign that features the eponymous, epically-proportioned Kraken destroying a ship in jaw-droppingly photo-realistic high definition. The action is set to Bobby Darin’s classic recording of “Beyond the Sea,” creating an eerie contrast that lends the spot a big-budget, major motion picture feel.

The new commercial was animated by Blur Studio, the CGI powerhouse behind the bleeding-edge animation featured in films like “Girl with the Dragon Tattoo” and “Avatar” and games like “BioShock Infinite” and “Halo 4.” The spot was produced by Proximo and Brooklyn, NY-based agency Dead As We Know It.

The spot will run across a number of major leading cable networks, including ESPN, AMC, FX, Discovery, and Comedy Central. The campaign represents a big step up for Kraken® Rum, a category innovator that launched internationally in 2010 and is now one of the fastest-growing rum brands in the U.S.

Coinciding with the TV and digital release, The Kraken® is launching a new trade advertising campaign taking the iconic bottle’s look and feel to a new level. Designed to bring the viewer underwater where the heroic Kraken bottle is illuminated by light rays from the surface, the new trade recalls the Kraken itself, lying in wait for an opportunity to strike.

The new Kraken® Rum campaign is designed to bring the brand to life in a dramatic new way.  From its unforgettable bottle to its innovative marketing, The Kraken® tells a compelling story—and this new chapter is the most exciting yet, perfect for introducing The Kraken® to an even wider audience.

About the Kraken® Black Spiced Rum:
The Kraken® is a unique Caribbean black spiced rum, enhanced with exotic spice notes of ginger, cinnamon and clove. The rich black color takes its hue from the mysterious ink with which, as legend has it, the Kraken covered its prey.  While the smooth taste of The Kraken® can be enjoyed neat or on the rocks, it also works as the key ingredient in a number of rum-based cocktails, such as a traditional Kraken and cola. The Kraken® is 94 Proof (47% alc/vol) and retails at $19.99 for a 750 ml bottle and $29.99 for a 1.75 liter bottle.

About Proximo Spirits:
Proximo is a privately-owned, premium spirits importer based in Jersey City, New Jersey. In just over five years, the company’s portfolio has grown to include 12 premium brands. Proximo, translated as “next” in Spanish, is the next major producer of innovative spirits marketing and new product development. The company continues to develop strong relationships with its distributor partners in the US and internationally, while accelerating the growth of its high-profile portfolio of award-winning, premium brands.

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