• by Steve Ellwanger , April 25, 2023

 

A mythical sea monster known as Kraken comes to life in a launch campaign for the new Gold Spiced version of The Kraken rum.

Since, per Norse mythology, Kraken is believed to have attacked ships and sailors off the coast of Norway, it’s fitting that spots from the Mekanism agency were directed by Rich Lee—who is known for his work on the first three “The Pirates of the Caribbean” films.

The storyline opens with a weary traveler escaping a storm, who arrives at a lighthouse grasping a bottle of The Kraken Gold Spiced run and proceeds to share it with the lighthouse keeper.

The keeper then recounts a tale of gang of pirates who ventured into the Kraken’s lair because they had heard the tale of a hidden gold rum guarded by the creature.

“And when the beast discovered a plot to steal its treasure, they were none too pleased,” the keeper explains as giant, octopus-like tentacles encircle the pirates and drag them into darkness.

“The Kraken let the pirates go, right?” asks the innocent traveler.

“No. It ate them. Every last one!” says the keeper.

According to Proximo Spirits, which imports and distributes The Kraken rum along with Jose Cuervo and other spirits brands, a double-blind taste it commissioned showed that more than 70% of participants preferred Gold Spiced rum over Captain Morgan Original Spiced Rum.

“We are confident that this product will be the new gold standard in spiced rum thanks to its superb taste that we know matches what our consumers are looking for,” Proximo senior vice president of marketing Lander Otegui said in a news release.