To launch The Kraken Premix, we bought a PR Agent on board to refresh The Kraken’s beastly reputation, and make it the perfect ‘face’ of a lighter, more refreshing summer sip.

We invited The Kraken’s audience to vote on tried and tested PR techniques for The Kraken to take on. It made a splash with a summer chart-topper and launched a scented candle. Then, we wanted to show its softer side, so we created ‘Meditation with The Kraken.’

Seek an uncomfortable position, and dive in.