How to turn a local brand into a pop icon
Client: Kaiku Caffè Latte
Strategy
Social Media
Integrated Campaigns & Marketing
Content, Activations & Production
Adapt or die. In Kaiku Caffè Latte’s language: stay fresh (even fresher) and keep pushing forward with a new brand positioning, always ready for whatever comes next.
THE CHALLENGE
From brand to love brand in record time
How do we become the top-selling ready-to-drink coffee against well-established competitors? How do we secure a top-of-mind position among consumers? How do we evolve from being a spectator brand into a creator brand?
Our first challenge was to expand the brand’s audience across social channels. To do so, we anchored our approach in a universal emotion: humor. We combined it with authenticity, a touch of irreverence, and a shift from always on to always in. This strategic twist not only boosted sales, but also transformed the brand into a cultural icon.
THE STRATEGY
Everything, everywhere, all at once
The new social media strategy meant showing up wherever potential consumers were: a fast-growing podcast (Estirando el chicle), the most-watched streaming competition (the Kings League), or the awards ceremony celebrating top content creators (the Ídolo Awards).
We leveraged the power of offline events to amplify them into our online ecosystem, always staying true to Kaiku Caffè Latte’s new and already unmistakable brand spirit.
