- Push to place Corona as the brand hero of the high-end category continues
With a three-digit increase in sales for Flying Fish, KBL says it is confident that its goal to grow volumes by more than 1 000 percent in 2022 is achievable.
KBL embarked on a three-month long Flying Fish campaign, “What the Flying Fish,” aimed at positioning the brand as a premium FAB among young urbanites. Key objectives of the campaign were to build awareness, improve mixed-gender appeal and revive energy behind the brand. KBL says the success of the campaign was driven by robust internal and external activations. For external activations, Flying Fish Friday’s impactful displays were set up at participating outlets to drive relevance and visual appeal while a digital media campaign drove engagement through the use of influencers using the hashtag #whattheflyingfish.
Further, on ‘premiumisation’ KBL says it continues its push to place Corona as the brand hero of the high-end category, with establishment of yet another brand house partnership with Corner Couch 2021 (TwoSixSeven Restaurant & Bar in 2020). In 2021, St. Louis Lager sought to continue to leverage the power of collaboration by forming strategic and sustainable relationships with local creatives for the successful rollout of the sophomore leg of the “Mo Ke Botswana” campaign (launched 2020).
With a focus on its art and fashion pillars, the brand again partnered with local creatives to develop the limited edition “Jwa’Rona” 500ml can in which the “Mokgabo” fashion line comprised sneakers from Collections by BK Proctor, backpack by Tasha T, and bucket hat by HSP. The new elements were adopted from the 2020 campaign’s centerpiece, the “Mo Ke Botswana” murals.