The Kraken Black Spiced Rum® Released Upon the Nation

$7 Million National Television buy for the nation's fastest growing Rum brand.

Mar 14, 2011, 13:04 ET from Proximo Spirits

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  

"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."

About the Kraken® Black Spiced Rum:

The Kraken®, a unique Caribbean black spiced rum is enriched with exotic spice notes of ginger, cinnamon and clove, among many others. The rich black color takes its hue from the mysterious ink with which, as legend has it, the Kraken covered its prey.

While the smooth taste of The Kraken® lends itself to be enjoyed as a sipping rum, it works best as a key ingredient in a number of rum-based cocktails, such as a traditional Kraken® and cola. The Kraken's® proprietary bottle is a replica of a Victorian spirits bottle and features two handles,  allowing for easy portability as well as potability.  The Kraken is 94 Proof (47% alc/vol). At $19.99 for a 750 ml bottle and $29.99 for a 1.75 liter bottle, it is the premiere choice in fine rums.

About Proximo Spirits:

Proximo Spirits is a family-owned company based in Jersey City, NJ. The company is a leading producer, importer and marketer of prized spirits in the United States, and is one of the fastest growing spirits suppliers in the U.S. Formed in 2007, Proximo's portfolio includes Three Olives® Vodka, 1800® Tequila, Stranahan's® Whiskey and Hangar One® Vodka.

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SOURCE Proximo Spirits