According to Kraken, the largest marketing campaign to date has been launched in the United States and the United Kingdom, focusing on the transformative aspects of cryptocurrency rather than the get-rich-quick information of the last bull market. The company's new campaign also takes an explicit educational approach, hoping to make people more comfortable with cryptocurrency. Kraken pointed out in a blog post that "51% of people... have not bought any bitcoin because they do not know enough about it." Although Kraken has advertised in the past, including a Formula One partnership, Kraken's Chief Marketing Officer Mayur Gupta said the exchange has never executed such a large-scale direct-to-consumer marketing strategy. Gupta said the campaign will initially launch in the United States and the United Kingdom and is planned to expand globally next year.