Spotted! Kraken’s summer black-out

The rum brand is expanding into experiential marketing to create social sharing and sampling opportunities.
Black Summer Skream

Summer is a time when the world seems to lighten up a bit. But Proximo Spirits brand Kraken, known best for its black spiced rum, decided to go against type for its latest marketing push with pitch-black cones of ice cream served out of a totally metal ice cream truck.

The spirit brand’s truck has been touring its way across Canada, starting in Toronto in June. It’s been serving a Kraken-infused, black-tinted ice cream (created in partnership with Toronto gelato company Death in Venice), along with the occasional sample of Kraken rum, at key music festivals and in some of Toronto’s most beloved hipster neighbourhoods, such as Queen West and Parkdale.

The truck has since moved on to Montreal and is currently in Vancouver, where it is hitting up similarly trendy ‘hoods like Gastown. It will also visit Calgary and Edmonton before the end of August.

Mairlyn Foster, marketing director for Proximo Spirits Canada, said Kraken typically uses traditional media such as television and print to promote itself, but it wanted to expand into a more experiential promotion. “We wanted to do something that was encouraging trials, as well as social sharing,” she told MiC. The installations at music festivals feature a selfie booth where customers can create gifs of their ice cream tasting, which Foster said will help to drive social sharing.

So far, Foster said, there have been more than 20 million social impressions, and estimated that each city saw tens of thousands of scoops given out.

The truck stops are being promoted through a small amount of paid media, with media buying and experiential handled by Mint Agency.