The Kraken Rum has cornered an artist, a comedian and a pro gamer

1 June 2020

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The trio are helping the alcohol brand create new content and keep it connected with its audience.

The Kraken Black Spiced Rum has unveiled a small crew of cool and creative brand ambassadors, otherwise known as Kraken Lair Lords.

For the first time ever, the infamously dark and delicious brand is exploring hidden new depths in order to produce some very bold consumer content across social media.

Following the 2020 global launch of their new premium premix product, The Kraken Black Spiced Rum is staying true to its unconventional nature.

Kraken & Dry and Kraken & Cola now confront the consumer with their very own Lair Lords, divulging all things at-home drinking occasions, and how to dabble in bar quality serves from the comfort of your own couch.

The Kraken Black Spiced Rum has worked with Frank to devise a refreshing and timely creative strategy; a way for audiences to connect with The Kraken Black Spiced Rum and make digital drinks with your mates, the new but not-so-boring norm.

Stand-up comedian Gen Fricker, full-time gamer and content streamer Crayator, and up-and-coming illustrator Jake Ross have found a very fun way to generate a sense of sociability when it comes to enjoying a beverage, despite the physical distance we are all experiencing.

With a cross pollination of creative industries, The Kraken Black Spiced Rum is set to announce this campaign in the coming weeks - hero video content across the Lair Lords personal social profiles will go live come mid May.

Get set to share with your mates this very new and digital experiment.

Watch Gen describe Crayator’s personal lair and for Jake to illustrate free hand (having never seen it before).

“The Kraken Black Spiced Rum continues to be a leader in disrupting the dark spirits category, creating ongoing consumer demand with new brand experiences," a Proximo spokesperson says.

"We’re introducing some refreshing talent with this Lair Lords campaign and I’m eager to see what the response is.” 

Proximo Spirits, Inc.
Amanda Scarlett – Senior Brand Manager

Amy Whittaker – Managing Director
Jodie Susskind – Account Director
Maddie Cochran – Junior Account Executive

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