Kingfisher
Over 2.5M Samples Later: The Launch Story of Kingfisher Radler
- Brand Development
- Food and Beverage (F&B)
About Client
Kingfisher is one of India’s most popular beer brands, celebrated for its vibrant image and widespread appeal. It embodies the spirit of fun and enjoyment, making it a favorite among beer enthusiasts. Kingfisher Radler is a refreshing, carbonated non-alcoholic drink, originally Radlers are alcoholic but with preferences shifting and new lifestyle need of adult consumers, it took a path of low to no alcohol recipe.
Challenge
Kingfisher sought to launch their new product, Radler, in the Indian market with the objectives of targeting the appropriate audience, enhancing brand visibility and awareness nationwide, and specifically positioning the product as both a mixer and a non-alcoholic beverage. They were in search of a strategic partner to develop a comprehensive launch and marketing campaign and execute effective marketing strategies.
Solution
We implemented 5+ targeted campaigns that included experiential marketing city drives in over 20+ locations, below-the-line (BTL) activations such as car branding, product display and hoardings, and distributed over 2.5 million samples across more than 30 cities. We strategically formed co-brand alliances and optimized product distribution. Furthermore, cab branding extended to over 2,000 cabs, supplemented by car branding in over 30+ cities nationwide.
Here's the Result We Achieved!
Cab Branding
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Major Cities
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OOH
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Cities Experiential Campaigns
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Samples Distributed
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