Kraken – Rum Sampling

Campaign Overview:

Brand takeover and alcohol sampling campaign to celebrate the launch of The Kraken bar at the O2 Arena, coinciding with Blink 182’s live shows in 2023


The Brief: 

Proximo spirits tasked HEL’s with designing, creating and implementing an experiential sampling campaign over 2 live days on the mezzanine and within the O2 arena itself.

The first space, in the atrium, just before the entrance to the arena, was to have the aim of handing out samples of their three hero serves, The Perfect Storm, Cherry Rum & Cola and Coffee Kraken.

This was to give Kraken an eye-catching presence within the arena and drive attendance to the second of the live spaces, the private Kraken Bar, which was on the mezzanine inside the O2 arena.


The Activation:

We designed, produced and installed two separate activation spaces within the arena.

The first of these spaces, in the atrium, was an eye-catching area complete with Kraken-branded wall and floor tiles and a black branded Land Rover in front of which we served the 3 Kraken hero drinks.

HEL’s brand ambassadors were on-hand to serve and discuss all things Kraken and direct guests to the Kraken bar inside the venue for the Blink 182 gig.

Inside on the mezzanine bar of the O2 we also installed another of the famous black Kraken Land rovers with the same Kraken wall and floor tiles and served more of the Kraken hero serves for all the Blink 182 fans.

Of course, HEL’s event staff and brand ambassadors were there to manage the sampling activation and hand out more Kraken Rum.

Brand:  Kraken Black Spiced Rum

Client: Proximo Spirits

Activity: Branded space & experiential sampling

Provision: Design, Production, Logistics, Event staff, Event management, Bar Management 

The Results: 

5483 samples handed out
2 live days
7000 interactions

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