Kraken Rum names The Goat Agency influencer agency of record


The US arm of global social-first advertising agency, The Goat Agency, has been selected by Kraken Rum as its 2024 influencer agency of record.

Kraken Rum

Kraken Rum is a Caribbean black-spiced rum, known for its strong, smooth flavour and mischievous, sultry brand identity (characterised by The Kraken itself).

In 2023, it launched its new, lighter brand, Kraken Gold Spiced Rum, and worked with Goat to grow awareness amongst audiences on social media.

Highlights from the campaign included an NYC launch event, a sold-out merch collaboration with Butcher Billy (famous for his designs with Stranger Things), and a creative campaign concept entitled “Hour of the Kraken.”

Hour of The Goat: Agency picks up Kraken Influencer brief.

This highly aesthetic social-first campaign involved creators “striking gold” in the form of a custom wooden PR box”.

On opening, it revealed their first bottle of Kraken Gold Spiced Rum as a gift from the seas. The mysterious bottle was a catalyst for creators to produce their own #HourOfTheKraken tale, ending with a toast to the Kraken themselves.

Following a competitive pitch process, Kraken appointed The Goat Agency as its influencer agency of record for 2024, aiming to increase consideration and conversions on its Direct to Consumer (D2C) website through an influencer ambassador program.

Melanie Ropp, Account Lead for Kraken Rum at The Goat Agency, said: “We are thrilled to be able to continue working with the Kraken team as their influencer agency of record. In the coming year, we will focus on creating a program of Kraken ambassadors who truly embody the maverick spirit with an aim to drive measurable consideration and conversions.”