MAKABI – Tonia Liquor Industries, a reputed Goan company wanted to promote its coconut white rum brand, Makabi.
Marketing strategy – Coconut White Rum is an acquired taste but is a great cocktail mix we discovered after research was conducted. We decided to promote Makabi cocktails with six signature easy to make cocktails. We then used an MNC best practice to build the brand. Many large liquor brands sponsor curated events at prominent clubs, bars and pubs. We did just the same. Makabi Nights have started making their presence in Goan bars and clubs. A sustainable practice covered well by PR.
Advertising strategy – We created very quirky and catchy names for the cocktails that came from the ingredients of the cocktails. Serious Trouble (mixed with a strong Yagawilde), Wild Knight (A dark Cola mix), Exotic Magic (Pineapple core), Funny Tingles (Sour cranberry mix), Fancy Moves (Blue Curasao mix) Straight and Lite (Straight up but light). We used collaterals to get customers in bars and clubs to talk about the names.
Advertising creative – We needed great content to make the brand popular and give it the eventual national reach it requires to grow. The content created was genuine and direct from the consumer at real events. Real life conversations about the brand, making the content creative and impactful.
Brand evolution – The brand needed to have a strong local presence as well and a parallel strategy and creative approach was used to target Goans. Quirky humour that was combined with the content already created. Again, a sustainable route
