Kraken intros Screamfest campaign for Halloween

The Kraken Black Spiced Rum is readying to launch its biggest integrated campaign to date – a horror movie-inspired initiative called Screamfest.

The Kraken Black Spiced Rum is readying to launch a horror-movie inspired initiative called Screamfest

Said to be the biggest single campaign investment across experiential, branding, trade activation, social and PR that the brand has ever launched; Screamfest will premiere with an immersive Kraken fright night on 13 October while rolling out POS in 2,000 venues across the UK.

The POS materials include branded materials such as Screamfest guides, promotional posters, table talkers and bar runners, black lollipops, face cards, branded t-shirts, and make-up kits for staff. Existing stockists will also have access to mason jars and chalkboards.

Bar owners will receive a free POS kit by purchasing three bottles of Kraken Rum from nominated wholesalers throughout October, and are invited to create Halloween-themed cocktail menus through website platform The League of Darkness.

Hero venues in Glasgow, Belfast, Leeds, Manchester and London will enjoy horror-themed sampling, competitions and giveaways, and a scream-activated Photo Booth.

Attendees at the Kraken Screamfest launch events, which will take place simultaneously at London’s Dalston Rio Cinema and Leeds’ Everyman theatre, will watch a horror film in an auditorium filled with Kraken-themed clowns.

Guests will enjoy Kraken pick-n-mix and a host of specially named Screamfest cocktails including The Bride of Krakenstein, The Oceans Have Eyes and The Perfect Storm – containing Kraken rum, ginger beer and freshly squeezed lime wedges.

Screamfest, which provides a launch pad for future Friday 13 activations, will run until the last week of October.