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ur 2016 study into the take THe kraken...
drivers of Millennial Despite its relatively recent
appearance, The Kraken
behaviour discovered that leads the way in the Dark
Rum category – with
‘Beautiful Packaging’ consumers voting it the most
Premium product.
was up to 8 times People equated its highly
distinctive structure with the
more important opportunity to gain social
kudos by being associated
compared with Baby with the brand.
Boomers* The structure is meaningfully ‘It looks like it’s
distinctive because it
amplifies the brands been dredged up
sea-faring positioning. from a shipwreck.’
- Jen, 28
*Source: What Matters To Millennials, MMR - November 2016, n=2054
