The Kraken vs The World Wreaking havoc in the world’s greatest cities
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On an international rampage, the Beast wreaks havoc in the world’s greatest cities. Ultra-specific yet endlessly flexible, the concept allows different markets to unleash their own, unique destruction with impactful activation at GTR.
[Campaign] [Packaging]
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Kraken fans delight in the brand’s destructive persona and norm defying attitude. A GTR exclusive was an opportunity not just for a bigger bottle, but for a big concept that captured the attention of fans around the globe. Lunging at London and striking in Sydney, our destructive idea made the perilous journey from bottle to activation.
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On each supersized 1L bottle, the Beast destroys a city’s beloved landmark. Working with original Kraken illustrator Steve Noble, the labels capture the devastation of Big Ben and Sydney Harbour Bridge. Bespoke label shapes and embossed detailing create a luxurious experience.
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Markets
Making The Kraken vs the World their own, and more to come…
Litre
That’s all it takes to destroy a city.
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Activation was all about spreading the story with maximum menace. Using a half vapourized front page from The Beastly Times as a key visual, NB’s activation guide gave each market inspiration for telling the tale impactfully and adding value at POS.
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