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Proximo Backs The Kraken Rum With New $10 Million Ad Campaign

November 20, 2013

Proximo Spirits is boosting its fast-growing The Kraken rum brand with a new ad campaign worth $10 million. The push will include TV exposure on cable networks like ESPN, AMC, FX, Discovery and Comedy Central. The campaign’s TV spot—produced by Proximo and Brooklyn-based agency Dead As We Know It—features animation by Blur Studio, known for its CGI work in films like “Girl With The Dragon Tattoo” and “Avatar.” The Kraken’s new marketing effort also includes digital and trade-focused components.

An Impact “Hot Brand,” The Kraken, which debuted in 2010, has become one of the standout performers in the burgeoning high-proof rum segment. Bottled at 94 proof, it jumped 50% to 225,000 cases in the U.S. last year.

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