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The Kraken Black Spiced Rum Released Upon the Nation

March 23, 2011


NEW YORK, March 14, 2011 /PRNewswire/ -- Premium spirits producer Proximo announced today the launch of a new, multi-million dollar television advertising campaign for the Kraken Black Spiced Rum. Named for a legendary giant sea beast of myth and legend, The Kraken Rum features the giant squid on its label and a bottle with handles evocative of the squid's eyes. The new advertisements were created by Proximo and Brooklyn, NY based agency Dead As We Know It.  The campaign will mark the Kraken's first television appearance. To view the ad, please visit here

Kraken

"The Kraken Rum was launched internationally just over 18 months ago and has quickly risen to become the fastest growing rum brand in the United States," said Elwyn Gladstone, Senior Vice President of Marketing at Proximo. "The new advertising will focus on the Kraken's unique bottle shape and legendary character in an exciting and motivating way that will be sure to grab viewers' attention."

Set to debut in April across a number of major leading cable networks, including ESPN, the 15 and 30-second spots feature the legendary sea monster attacking a ship and sailors on a sea of rum before morphing into the iconic bottle's label. The ad uses the same hand-drawn Victorian-style creative work that has been praised on the brand's label, merchandise and print advertising.

The ads are part of a fully-integrated marketing program which has included the creation of an interactive website, a spirited social media presence, a national sampling program, a premium online merchandise store, and the Kraken® iPhone® App, titled "The Simulation Application for Nautical Maneuvering." This game challenges users to deliver a shipment of rum barrels across the treacherous sea while avoiding the ravenous Kraken and other hazards, and is free to download on iTunes.

"The Kraken Rum is undoubtedly one of the most creative brands to enter the spirits world in recent years," said Gladstone. "We're thrilled to bring such brilliant rum to a wider audience, and we anticipate it will continue its momentum as an emerging icon in the spirits world."


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