Kraken is a dark spiced Caribbean rum with an iconic old-style bottle and superlative packaging. Kraken was introduced in the UK in Spring 2010 and in a competitive market and it required a way to create a clear identity. Future's Music Listening brands reach a dedicated and loyal group of people that are not only passionate about their music but respect our opinion. An opportunity existed for Kraken to be integrated within our music print and online brands with an angle of endorsement, so raising recommendation to the next level.

Kraken wanted to build brand awareness and drive distribution growth

To provide a sense of suspense and intrigue we ran a 4 month teaser campaign across the Metal Hammer platforms from Feb-May 2011. To coincide with each issue a Kraken relevant video was uploaded on the website and Facebook to raise awareness and generate discussion. A cover mounted CD using Kraken imagery was also produced to provide standout. Further extension of the relationship with our audience came with brand activation into our two key events, as a sponsor of the Golden Gods and the Classic Rock Awards.

By providing Kraken with relevant and credible brand associations and editorial integration we helped them meet and exceed their key business objectives. During the campaign no other consumer activity was running, only trade campaigns. After 2 months of the teaser campaign within Metal Hammer, Kraken were picked up by Sainsbury's, JD Weathespoons and Waitrose. Kraken achieved their 2 year sales plan within 6 months!

"For a product that has been in the UK for just over a year, Metal Hammer has been an integral media partner to help carve Kraken's identity in the heavy metal market. All media activity has been through Future and there is an obvious link between the increased awareness across specific on-trade accounts and sales volumes. We have worked with a great team at Future and we are delighted that we are able to continue this fruitful partnership." DANIELLE YOUNG, MARBLEHEAD BRAND DEVELOPMENT.