The Kraken is an imported, black spiced rum that was launched in 2012. It is distilled in Trinidad and named by the mythical sea beast with the same name – a giant octopus that is told to rule the Caribbean sea.
In the winter of 2018, Pretto PR assisted The Kraken in the process of raising awareness of the brand and position it as ’’top-of-mind’’ in the Swedish market. Pretto PR arranged a product launching event as an initial PR and marketing activity.
To generate buzz about The Kraken, Pretto PR hosted a Valentine’s dinner for thirty selected influencers. The event concept was themed “Black Valentine” to communicate the essence of the brand; to symbolize the dark mythical tale of the Kraken and the shattered hearts the beast leaves behind after a deadly ship encounter at sea.
Pretto PR sent personal invitations to the hand-picked influencers, including black roses and custom-made voodoo dolls as hints of what they would later experience during the event.
While at the event, the guests participated in a mystical and exciting dinner with The Kraken inspired food like squid ink pasta and signature drinks made with the rum as key ingredient. Pretto PR arranged Black Valentine themed games and activities, such a giant voodoo doll for the guests to enjoy to mend unresolved feelings of heartbreak. A hired actress was playing the character Ingrid during the event – a widow who was said to be deeply disturbed by the sea beast’s horrible actions. The evening was accompanied by an exclusive live session with the band Charlion.
The Black Valentine dinner with The Kraken resulted in a successful event with a wide-spread coverage in social media.
Over 90 post about the event were shared in social media, with an estimated measurable reach of 1.223.000 followers/readers.