Kraken Rum appoints The Goat Agency as influencer agency

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”.

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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.”

AgenciesBrandsCreative and CampaignsNewsSocial Media

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