Kraken Rum has teamed up with The Vaccines frontman Justin Young to record a sea shanty. The new campaign from the Trinidadian brand encourages Rum fans to add their own verses to the track.
Kraken and Young recorded a play on the My Jolly Sailor sea shanty, which tells the story of a young woman waiting for her love to return. He performed the song as part of The Serenading Sirens musical trio at east London’s The Troxy in front of 100 cocktail kits.
Doomed love is the muse behind almost every song I’ve ever written,” explained Young. “Forget the bouquets or borrowed clichés, listeners of My Jolly Sailor can expect to hear the harrowing, tragic demise of traditional Valentine’s Day romance. Plug in your headphones and enjoy (or not) the beautiful sadness of unrequited love.”
The Serenading Sirens featuring The Vaccines Justin Young version of My Jolly Sailor is viewable on YouTube or via the Kraken website.
Kraken is giving fans a chance to win one of the cocktail sets Young performed in front of. Each kit features the ingredients to make a Dark Hearts cocktail and a limited edition Serenading Sirens vinyl featuring two versions of My Jolly Sailor.
In order to win one of the 100 cocktail kits, fans must contribute their own verse to My Jolly Sailor via Kraken’s League of Darkness fan zone, which can be found via the brand’s official fan club.
The competition runs through February 8.
In July, Seattle hockey fans found out their new NHL franchise would be named the Seattle Kraken, and none other than Kraken Rum has been announced as their official sponsor. Geoff Baker of The Seattle Times cracked the news: “The team had to work out trademark agreements on the name with several commercial entities, including Kraken Rum — which has agreed to become the official rum sponsor of the new team.”