The Kraken SkateDark

THE KRAKEN RUM

Campaign Development/ Project Management/ Creative Content Production

The Kraken SkateDark Campaign illuminated the skateboarding world by introducing "night skating" in a dramatic and visually captivating way. By transforming skateparks into bioluminescent showcases, Kraken empowered skaters to embrace their maverick spirit after dark. This campaign seamlessly integrated the Kraken brand into skate culture through immersive experiences, cinematic content, and engaging social media activations, positioning the brand as an edgy, counter-cultural force within the premium rum category.

FMCG / FOOD & BEVERAGE / D2C LIFESTYLE/ OMNI-CHANNEL RETAIL

As Marketing Director and Senior Production Lead, I oversaw the end-to-end execution of the SkateDark campaign, including:
- Managing creative and logistical elements of the hero event.
- Collaborating with influencers and pro-skaters to ensure authentic brand integration.
- Directing the production of cinematic content and behind-the-scenes assets.
Local: Australia, with a focus on urban areas where skating culture thrives.
- Kraken Leadership Team: Strategic alignment and approvals.
- Creative Teams: Developed visual assets, including bioluminescent designs and projection mapping.
- Influencers and Pro-Skaters: Amplified campaign reach through social content and event participation.
- Production Teams: Executed the hero event and supporting content creation.

PROJECT OBJECTIVES

Engaging skateboarding culture to expand Kraken’s relevance in counter-cultural spaces.
Highlighting Kraken’s nocturnal, mysterious brand DNA through immersive night skating experiences.
Driving visibility and digital engagement with bold, shareable content.

THE CONSUMER INSIGHT

Skaters embody maverick, rule-breaking identities that align with Kraken’s brand ethos. However, night skating remains largely unexplored due to visibility challenges. By solving this problem with bioluminescent innovations, Kraken provided skaters with an authentic and exciting way to express themselves, while introducing the brand in an unforgettable way.

THE CLIENT AMBITION

Kraken aimed to position itself as a premium dark spirit for adventurous and non-conforming audiences by embedding the brand into the skating subculture and creating a distinct, memorable brand activation.

My Strategic Approach

The SkateDark campaign used a phased rollout to maximise impact and engagement

Teaser Phase:

Short, visually intriguing social videos introduced the concept of SkateDark without revealing too much, sparking curiosity.
Night vision shots and close-ups of glowing elements (LED rails, bioluminescent ramps) teased the campaign's unique visuals.

Launch Phase:

A tightly controlled hero event at a transformed skatepark showcased Australia’s top skaters performing breathtaking tricks under glowing conditions.
Signature elements like the Kraken Maelstrom Bowl (projection-mapped whirlpool) and glowing Kraken tentacles added cinematic flair and brand resonance.

Post-Campaign Engagement:

Behind-the-scenes mini-documentaries, interviews with skaters, and user-generated content extended the campaign’s reach.
Skatedark-themed merchandise (e.g., glow-in-the-dark wheels and skateboards) drove additional buzz.

The Results Speak for themselves.

Revenue Impact: Campaign drove an estimated $2.3M in incremental sales, representing 10% of light rum drinkers who trialed Kraken as a result of the activation.

Social Engagement: Achieved over 1.5M video views and an engagement rate of 20%, with significant traction on Instagram and TikTok.
Event Reach: The hero event attracted over 200 attendees, including influencers and media, generating $500K in earned media value through PR coverage.
Brand Perception: Post-campaign surveys showed a 30% uplift in brand affinity among 18–34-year-olds, positioning Kraken as a leader in counter-cultural marketing.