Elevating a Beverage Brand's Positioning And Creative Strategy
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Background
In early 2021, KYLA Hard Kombucha approached Code and Theory looking to highlight themselves as a key player in the emerging fizzy category of canned cocktails and hard kombucha. The brand mastered brewed an array of refreshingly cultured flavors and was ready to establish itself amongst competitors.
Code and Theory helped KYLA identify its challenges, build brand positioning, and establish a social strategy. To further differentiate KYLA’s offering and messaging, we identified a new audience for the brand to engage—The Discerning Drinker.
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The Discerning Drinker
Defining the Discerning Drinker
To further solidify KYLA’s brand positioning, we identified its core target audience.
The Discerning Drinker seeks more than the mundane. They choose products with a certain level of artisanal quality and want to turn all of their small moments into a collection of memories.
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Raise Your Senses
The Discerning Drinker will always go the extra mile to experience the best. They aspire to turn every occasion into a memorable experience that awakens their senses and speaks to their tastes. This particular consumer gravitates towards artisanal products, preferring more “human” brands over big corporate names.
We saw this as a whitespace opportunity for a beverage brand to be both premium and dynamic. While the competition all co-opted for a similar ‘active lifestyle’ positioning and social content stream, KYLA chose to transform everyday occasions into multidimensional moments to complement the target audience’s well-lived lives.
The result? A brand positioning and social campaign titled ‘Raise Your Senses,’ an approach that speaks to the enhanced experiences KYLA creates while highlighting its elevated flavor profiles.
