Client: Proximo | Brand: KrakenWe Unleashed
the Kraken
Bringing one of the world’s most iconic rum brands to life through an impossible-to-ignore retail display.
From Myth to Aisle
Kraken needed more than shelf presence. The brief was to create a premium in-store display that captured the brand’s dark mythology, stopped shoppers in their tracks and drove purchase in a highly competitive retail environment.
A Display with Appetite
Rather than designing another point-of-sale unit, we turned the Kraken legend itself into the display. A dramatic 360° retail experience wrapped the bottle in towering tentacles, crashing waves and layered construction to create theatre from every angle.
Designed to Disrupt
The display didn’t simply hold a bottle—it became the brand itself. By transforming a retail fixture into an immersive experience, shoppers were encouraged to stop, explore and engage, giving Kraken a commanding presence where purchase decisions were being made.
Built to Perform
The activation launched nationally across Canada, contributing to a 40% increase in sales while earning praise from shoppers and retailers alike. Its modular construction also allowed Proximo to reuse the display across multiple retail activations, extending its value well beyond the initial launch.
*While the display was a significant campaign component, other promotional activity also contributed to the sales lift.