Kingfisher Buzz Soda
The ready-to-drink low-alcohol segment of the alcoholic beverage industry in India had been dominated by Bacardi Breezer for over a decade. When beer marketer Kingfisher entered the segment with Kingfisher Buzz, a flavored, malt-based beverage, the challenge was to grow the brand by targeting the same audience as Bacardi Breezer while creating its own distinct positioning. Triton worked with Kingfisher Buzz to develop an overall concept for the new drink aimed at the young drinker and reflecting the lives they live: crazy, cool, complicated, a rush of emotions and mixed sentiments. The idea was implemented in a multi-media campaign with the theme, “Life Is Delicious,” in a simple, colorful and deliciously youthful way that was energetic, vibrant and brought out the feeling of their crazy, delicious life. Within 30 days, the brand had attracted 5 million users on Facebook and Instagram, received 3.77 million impressions on Twitter within 24 hours, and captured 10.5 million impressions and 3.8 million unique users within 24 hours on YouTube.