Social first-advertising agency, The Goat Agency, has been appointed as Kraken Rum’s 2024 influencer agency.

Following a competitive pitch process, the move focuses on  increasing brand awareness through an influencer ambassador program.

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Last year, The Goat Agency launched Kraken Rum’s new, lighter brand Kraken Gold Spiced Rum, to grow awareness amongst audiences on social media.

Highlights from the campaign included an NYC launch event, a sold-out merchandise collaboration with Butcher Billy, known for his designs with Stranger Things, and a creative campaign concept entitled “Hour of the Kraken.”

“House of Kraken” featured a social-first campaign, which involved creators “striking gold” in the form of a custom wooden PR box.

The Goat Agency, Account Lead for Kraken Rum, Melanie Ropp said: “We are thrilled to be able to continue working with the Kraken team as their influencer agency of record.

“In the coming year, we will focus on creating a program of Kraken ambassadors who who truly embody the maverick spirit with an aim to drive measurable consideration and conversions.”