Proximo Spirits Inc., the maker of The Kraken Black Spiced Rum, has placed a branded mobile game at the center of its marketing push for the newly launched spirits label.

Available for Apple?s iPhone and iPod touch, the game called, "The Simulation Application for Nautical Maneuvering," features a mythic, squid-like creature after which the drink was named. Proximo Spirits? Kraken Rum Co. is exploring its options to add coupons, offers or promotions to the next version of the application.

?Kraken is a newly launched black spiced rum?everything about the brand is distinctive ? the name, the product, the packaging, the graphic design and the advertising," said Elwyn Gladstone, vice president of marketing at Proximo Spirits, Jersey City, NJ.

?We wanted to make a really engaging App that was unique and conveyed the quirky, cool style of the Kraken,? he said. ?We feel that the black and white etching antique look used in the app is a real first and will really set it apart.?

The Kraken, a 94-proof Caribbean black spiced rum, is flavored with spice notes of ginger, cinnamon and clove, among others.

The Kraken Black Spiced Rum is priced at $19.99 for a 750 ml bottle and $29.99 for a 1.75 liter bottle.

Branded mobile gaming drives sales
The target demographic of the Kraken application is males and females ages 21-35 who are into premium spirits.

?We are targeting people who want to find really amazing tasting?and looking?premium spirit brands,? Mr. Gladstone said.

To further its marketing strategy for the new rum brand, Proximo has started working with Mediatronica.

The company plans to run mobile ads to drive downloads of the application. It is also promoting The Kraken Black Spiced Rum on its Web site and on Facebook.

Users of the Kraken iPhone game must attempt to successfully steer a shipment of Black Spiced Rum across the ocean. 

Gamers who are unsuccessful are swallowed by the Kraken. Those who successfully navigate the course are rewarded with a simulated glass of Black Spiced Rum.

Due to its references to alcoholic content, Apple classifies this app as 17-plus. However, due to the fact that the application is sponsored by Proximo Spirits, purchasers must state that they are over the age of 21.

?The mobile app is a really important part of the overall marketing strategy,? Mr. Gladstone said. ?This brand is a ?discovery? ? and we want to do things different to the rest of the market.

?Also, there has been a high demand for an Android version from Kraken fans, so we are considering rolling out the app to other platforms,? he said.

Final Take

/>