Kraken Black Mojito TVC Campaign: 2023 Boost Brand Awareness
Building on the assets and TVC developed in 2022 for the Kraken Black Mojito launch, Proximo Australia tasked Awaken to expand and enhance the campaign to drive stronger results in 2023. The Kraken brand, already known for its unconventional and mysterious positioning, provided the foundation for this next phase of activity, focusing on growing awareness and deepening consumer engagement with the Kraken Black Mojito premix.
The 2023 strategy continues to target premium dark rum drinkers, our core volume drivers. By leveraging the intrigue and boldness established in the original TVC, the campaign works to entice these consumers to explore Kraken Black Mojito as a new, convenient option.
By building on the brand’s strong Black Spiced Rum presence and extending it to the Kraken Black Mojito, the campaign further amplifies trademark awareness. The 2023 approach enhances recognition across both the premix and full-strength Kraken range, reinforcing the brand’s identity in all touchpoints.
The TVC’s backyard BBQ setting remains central, but the 2023 campaign further emphasizes Kraken’s versatility in more sociable, refreshing occasions. The playful interaction with the Kraken tentacle balances the brand’s mysterious edge with a more accessible and fun moment, driving relevance across a wider range of social settings.
The 2023 approach deepens the focus on functional taste benefits, continuing to showcase the refreshing, great taste of Kraken Black Mojito through rich sound and visual cues. The sensory elements that highlighted the fizzy, invigorating nature of the drink remain key in driving trial and repeat consumption.
Expanding on the initial digital efforts, the 2023 campaign takes the digital path-to-purchase strategy to the next level. By amplifying Kraken’s presence across BVOD, OOH, and social platforms, the focus is to ensure easy access and seamless purchasing options for consumers, closing the loop from brand awareness to online sales conversion.