Namibia Breweries(NBL) created a new soft drink: VIGO. NBL needed a means to launch it successfully, as well as, ensure it could compete with entrenched CSDs and non-CSD soft drink brands.
Publicis Namibia conceptualized a communication and market entry strategy to tackle both. We created activations that focused on nationwide tastings. These tastings allowed consumers to experience the flavors and brand with minimal risk.
In addition, we crafted a LOOK and FEEL for VIGO brand/advertising for use across all media channels. We also developed a brand platform which has VIGO stating; Live Every Moment.This has been expanded upon by positioning that celebrates individual uniqueness with the statement: The World Needs More Of You.
The centerpiece of this positioning is a glittering TVC advert shot in Johannesburg with talent from Namibia, Botswana and South Africa. It also includes a world first interactive installation piece called the V - Cloud.
The TVC has established VIGO as a serious and credible brand. The V-cloud promises to deliver interactions that will cement brand positioning: The World Needs More Of You.
VIGO has successfully entered the market and is competing comfortably with entrenched CSDs/non-CSD soft drink brands in the Namibian market.