With summer most home-grown beer companies are trying for attention in an increasingly competitive marketplace. Prohibition of alcohol on mainstream channels like TV, radio, and print ads is very challenging for brands to do ads. This has led beer brands to harness the power of media.
The markets and industry have changed so much over the past few years but some things are still the same as it was. In the mid-80s and early ’90s, a time with strict advertising laws on alcohol. But take look at brands that as kingfishers and how they built brand image during this time. It was all about the brand image of kingfisher also it was considered as cool, said Adrine D’mello, creative director, -strategy, white rivers media.
Adrien D’mello says today brands are especially new brands are focusing on how they create appealing or more creative content for their audience. In brands like Simba and Bira 91, the packaging is no longer dull. These brands more carefully create their brand image in their evolving consumer’s minds. They take care of their customer’s preferences and like to keep the customer loyalty towards their brands.
Most beverage brands are adopting the current situation of the market and according to that, they think about their core message while communicating with consumers on various media channels. Nowadays, brands are doing so much collaborative promotion activities like one between beer brands and barware of clothing, etc. in summer the entire range of collaboration activities gained a lot of digital traction in terms of reach to the geographical area and engagement.
Abhinav Jindal, CEO, and founder, kimaya Himalayan beverages (BeeYoung), says they are running an exciting campaign #SUNSOUTBUZZOU. This campaign showcases the summer activities with their brand showing an innovative and happy take on the beer lovers in these summer days and how BeeYoung makes the perfect choice for summer activities.
Brands are looking forward to the need for social media. Prem Dawan, MD, says they primarily engage with their customers through Facebook and Instagram and are also looking for other new social media platforms. He says they have an active influencer marketing campaign on Instagram which gives the brand more visibility to the audience. They also run online contest and many giveaways so that consumer will keep loyal to their brand.
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