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KRAKEN GOLD SPICED RUM LAUNCH

Turning a product launch into a memorable tale of adventure and exploration

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Kraken Rum, a brand synonymous with mystery and adventure, sought to introduce its new Gold Spiced Rum in a way that would not only elevate its status as an experience-centric brand but also create a buzz in the heart of NYC. The ambition was to immerse guests fully into the world of the Kraken, offering a unique narrative-driven experience that would leave a lasting impression and amplify brand engagement.

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CREATING THE BEAST’S LAIR


We embarked on a creative journey, selecting LAVAN 541, nestled in the vibrant Chelsea neighborhood, as our canvas. Our vision was to convert this multi-room venue into the mythical lair of the Kraken. Each space was meticulously crafted to narrate the tale of the Kraken, from defeat to glory, through interactive and theatrical elements.

A MULTITUDE OF IMMERSIVE EXPERIENCES


Living Tentacle Wall: A showcase of art and technology, where guests could interact with the mysterious depths of the ocean, bringing them face-to-face with the legendary beast.


Smash Room: An adrenaline-pumping room where attendees could unleash their inner beast, breaking through barriers and engaging with the theme of conquest and adventure.


Pledge Your Allegiance: A theatrical immersion, inviting guests to join the Kraken’s League of Darkness, further deepening their engagement with the brand’s mythos.


BLENDING STORYTELLING AND ENTERTAINMENT


Beyond the immersive spaces, the event was punctuated with dynamic DJ sets, exclusive prizes, and the unique opportunity to become part of the Kraken’s lore. This blend of storytelling and entertainment ensured a memorable night for all attendees.

As the evening unfolded, the Kraken Rum Gold Spiced launch became more than an event; it was a voyage into the unknown. The activation not only captivated over 700 attendees, including nearly 200 media representatives, but it also achieved significant digital engagement, with over 1.2 million social media reach and more than 2,000 cocktails served, bringing the essence of the Kraken to life.

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