Kraken Rum has selected the US arm of The Goat Agency as its influencer agency.
The win comes after a competitive pitch for agencies to increase consideration and conversions on the Caribbean black-spiced rum brand’s direct-to-consumer website via an influencer ambassador program.
In 2023, The Goat Agency launched Kraken Rum’s new, lighter brand Kraken Gold Spiced Rum, with a focus on growing brand awareness via social media.
Highlights from the US agency’s social-first campaign for Kraken Rum included an NYC-based launch event, a sold-out merchandise collaboration with Butcher Billy – known for his designs with Stranger Things – and a creative campaign concept titled “Hour of the Kraken”.
Subscribe to Marketing Beat for free
Sign up here to get the latest marketing news sent straight to your inbox each morning
The latter involved creators “striking gold” in the form of a custom-made wooden PR box, which opened to reveal their first bottle of Kraken Gold Spiced Rum as a gift from the seas.
The idea was that the mysterious bottle encouraged influencers and creators to come up with their own ‘#HourOfTheKraken’ tale, ending with a toast to the mythical Kraken creature.
The Goat Agency account lead for Kraken Rum Melanie Ropp said: “In the coming year, we will focus on creating a programme of Kraken ambassadors who embody the true maverick spirit.”
