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Kracken Black Spiced Rum
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How do you launch an international brand in the UK?
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THE CHALLENGE Kraken is a dark spiced Caribbean rum with an iconic old-style bottle and superlative packaging.
Kraken was introduced to the UK in Spring 2010 and in a competitive market required a way to create a clear identity and drive distribution growth.
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04. Kraken Black Spiced Rum
THE INSIGHT Future’s Music Listening brands reach a dedicated and loyal group of people that are not only passionate about their music but respect (or at least listen to) our opinion.
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An opportunity existed for Kraken to be integrated within our music print and online brands with an angle of endorsement, so raising recommendation to the next level.
Metal Hammer has the largest online footprint in rock music
300,000+ Facebook fans
04. Kraken Black Spiced Rum
THE SOLUTION To provide a sense of suspense and intrigue we ran a 4 month teaser campaign across the Metal Hammer platforms in Feb, Mar, April, May 2011. To co-incide with each issue a Kraken relevant video was uploaded on the website and Facebook to raise awareness and
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generate discussion. A covermounted CD using Kraken imagery was also produced to provide standout. Further extension of the relationship with our audience came with brand activation into our two key events, as a sponsor of the Golden Gods and the Classic Rock Awards.
Kraken's brand imagery used and integrated amongst the editorial pages. Full page advertising. Videos online and logos in association with events.
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04. Kraken Black Spiced Rum
How did we‌ HELP Establish KRAKEN'S BRAND IDENTITY AND GROW SALES IN THE UK?
By providing Kraken with relevant and credible brand associations and editorial integration we helped them meet and exceed their key business objectives.
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No other consumer activity was running only trade campaigns.
After 2 months
of the teaser campaign within Metal Hammer they were picked up by Sainsbury’s, JD Wetherspoons and Waitrose.
Achieved their 2 year sales plan in the space of 6 months.
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04. Kraken Black Spiced Rum
“For a product that has only been in the UK for just over a year, Metal Hammer has been an integral media partner to help carve Kraken’s identity in the heavy metal market. All media activity has been through Future and there is an obvious link between the increased awareness across specific on-trade accounts and sales volumes. We have worked with a great team at Future and we are delighted that we are able to continue this fruitful partnership.” Danielle Young Marblehead Brand Development
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