The bottle has a black and white paper label featuring an illustration of a giant squid captioned with its scientific name, Architeuthis dux.

[8] The ad was created by New York agency Dead As We Know It,[8] which also produced several animated TV spots for the brand, combining 2D and 3D animations in a 19th-century scientific style, as well as an iPhone and Android app, The Kraken: The Simulation Application for Nautical Maneuvering, a game in which players steer a ship through kraken-infested waters.

[3][9][10] Later that year, Blur Studio created animated spots featuring a kraken destroying a ship to the tune of Bobby Darin's 1959 version of the song "Beyond the Sea".

[13] In October 2020 Kraken collaborated with competitive freediver Beci Ryan, because the drinks company announced that it was opening its first underwater 'Dive Thru'.

Ryan was tasked to freedive to a treasure chest containing bottles of the new limited edition spiced rum and salvage them.