Elevating a Beverage Brand's Positioning And Creative Strategy
- ClientKyla Kombucha
- IndustryConsumer Product · Food & Beverages
- ServicesBranding · Marketing · Customer Experience
- CapabilitiesCampaign Development · Brand Identity · Creative Concepting
Positioning KYLA as a leader in hard kombucha
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 has brewed an array of refreshingly cultured flavors and is eager to establish itself amongst competitors.
Key Takeaways
Targeted branding enhances market differentiation.
Digital strategy boosts audience engagement.
Strategic positioning drives market leadership.
“Code and Theory helped KYLA identify its challenges, build brand positioning, and establish a social strategy.”
“Code and Theory helped KYLA identify its challenges, build brand positioning, and establish a social strategy.”
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.
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.
What We Did
Brand Identity
Branding
Marketing
Customer Experience
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newbiz@codeandtheory.comCode and Theory is a proud member of Stagwell Group. Stagwell is the challenger network built to transform marketing. We deliver scaled creative performance for the world’s most ambitious brands, connecting culture-moving creativity with leading-edge technology to harmonize the art and science of marketing. Led by entrepreneurs, our 13,000+ specialists in 34+ countries are unified under a single purpose: to drive effectiveness and improve business results for their clients. Join us at www.stagwellglobal.com
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