Male Gen-Z Opps: Kraken significantly increases spend after hiring creative AOR (Score 23)

Kraken Rum's spend has jumped over the past several months. I suggest sellers able to get this brand in front of Gen-Z via paid social channels should get in touch soon to secure last-minute ad dollars for work throughout the rest of the year.

Pathmatics reports that Kraken has spent roughly $72.5k on digital ads YTD, around 8x the roughly $9k it had spent by this point of 2020. So far this year, Kraken has earned ~13.6m digital impressions via Twitter (55%), Instagram (43%) and Facebook (2%) ads.

As I briefly mentioned, this surge in spend and channel usage hint a strong target demographic skew toward drinking-age (21+) Gen-Z. To reach this relatively young audience more effectively, parent company Proximo Spirits may make future forays into additional digital channels, perhaps OTT and/or podcast. Kraken's target demographic also consists largely of men. The brand holds planning conversations in Q2 and buying conversations in Q1.

Agency & martech readers - We have not yet heard of additional roster shifts since Proximo assigned Kraken's creative remit to Eleven in March, so offer brand-specific media, PR and/or digital analytics if you haven't yet. Arena Media is Kraken's media AOR.