The Brief

We were briefed to launch The Kraken’s deep, dark and refreshing new flavour, The Kraken Black Cherry and Madagascan Vanilla Black Spiced Rum. Our objective was to develop a launch strategy for digital channels and UK earned media that would build excitement and encourage sales exclusively across Tesco stores.

The Big Idea

Our digital approach focused on a content series to tease and then officially launch Black Cherry, as well as content specifically designed to educate existing fans of the brand on ways to drink the new product, followed by paid support on social to drive in-store visits and online sales as well as awareness of the expansion to the Kraken range. The NPD product sell-in saw a wave of earned coverage land at launch, which was supported with an always-on press office strategy that placed key cocktail serves in lifestyle and drink pages across national, consumer and trade titles.