To build up an international brand with corresponding brand image according to classic marketing tools and channels of communication is practically impossible in the contemporary bitterly competitive beverage industry – and if so plain and simple unaffordable. Acknowledging this, Kama Beverages resolves to “below the line” measures in the market launch of the energy drink “Motley Bird”. In this context, we were entrusted with the development of so-called “Visibility Items”.
In order to achieve a sustained brand exposure, marketing focus is concentrated on the fields mostly relevant for energy drinks; fields such as the gastronomy, events etc. where the defined target group is best reached. As a result of this strategy, we develope a range of brand communication items like bottle opener, cool bag etc.
