Kraken Rum's Christmas Pop-Up Shop Celebrates with All-Black Offerings
Laura McQuarrie — December 8, 2015 — Marketing
References: krakenrum & eventmagazine
In order to make Kraken Black Spiced Rum top-of-mind for the holiday season, a unique Christmas pop-up shop called 'Think Ink Pines' was created. The shop on Hackney Road in east London adopts an all-black theme and sells what it claims are the world's first real black Christmas trees. Other Christmas "greenery" will also be available at the festive pop-up store, including mistletoe, wreaths, holly and Poinsettia, in addition to what the brand calls "dangerously dark Kraken Christmas cards."
Amidst the many all-black Christmas trees, there's also a rum tasting bar that will feature a variety of themed cocktails with names like: Squid Bite, Black Espresso and Perfect Storm.
While many Christmas traditions continue to be observed, consumers are also making room for alternative ways to celebrate by putting a spin on familiar food, decor, drinks and more.
Amidst the many all-black Christmas trees, there's also a rum tasting bar that will feature a variety of themed cocktails with names like: Squid Bite, Black Espresso and Perfect Storm.
While many Christmas traditions continue to be observed, consumers are also making room for alternative ways to celebrate by putting a spin on familiar food, decor, drinks and more.
Trend Themes
1. Alternative Christmas Celebrations - The popularity of alternative Christmas experiences, such as black-themed pop-up shops and unconventional decorations, is growing. Businesses can capitalize on this trend by offering unique and unique Christmas products and services.
2. Personalized Holiday Gifts - Consumers are seeking personalized and niche holiday gifts, such as Kraken's dangerously dark Christmas cards, to give to loved ones. Businesses can take advantage of this trend by offering customizable holiday gifts and services to stand out from competitors.
3. Experiential Marketing - Creating immersive and memorable shopping experiences, such as Kraken's Think Ink Pines pop-up shop, can attract customers and build brand loyalty. Businesses can use this trend to create unique experiential marketing campaigns and engage with their target audience in a new and creative way.
Industry Implications
1. Retail - Retailers can capitalize on the growing trend of alternative Christmas celebrations by offering unique and unconventional Christmas decor, gifts, and experiences in-store or online.
2. Food and Beverage - The trend of personalized and niche holiday gifts presents an opportunity for food and beverage businesses to create unique and customizable holiday treats and beverages that appeal to customers looking for something special.
3. Marketing and Advertising - Experiential marketing campaigns like Kraken's Think Ink Pines pop-up shop offer new opportunities for marketing and advertising professionals to create memorable brand experiences that go above and beyond traditional advertising methods.
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