Rum Drinkers Wrestle the ‘Kraken’ at Sampling Events
To raise brand awareness and support on-premise account placements, The Kraken Rum leveraged a sampling program that gave consumers a taste of its new 70 proof Dark Label spirit while wrangling a menacing black tentacle in an old-school arm wrestling game. Taking inspiration from the Kraken sea creature featured on its label, its initial launch had consumers sharing GIFs of themselves escaping the Kraken’s tentacle and playing an Escape the Kraken card game to win prizes. But the Wrestle the Kraken game activation was the hands-down winner with 125,000 game plays and counting—and one million brand impressions.
The Kraken’s young, mostly male consumers favor the rum because it’s different, darker and cooler, much like the “anti-hero” many consider themselves to be. Wrestle the Kraken translated the brand’s story into a fun experience as consumers tested their strength against the mighty sea beast by pressing down on a tentacle-like lever. Participants donned boxers’ robes and hammered a boxing bell to signal the imminent battle with the sea creature, then posed for photos wearing a championship belt. As buzz has grown, markets have clamored for their own machines and a new wave of sampling events.