The agency partnered TRIAD to launch new campaign for the new cola brand that captures 25% of market share in its launch year!
Neha Saraiya | Delhi | June 13, 2011
It was almost 18 months back when TRIAD, (Sri Lanka based ad-agency) approached Taproot India to work on a cola brand from scratch- including bottle & logo design and launch of the campaign. Named as KIK, a brand of Elephant House, one of the largest F&B brands in Sri Lanka, the entire communication of the cola major was fragmented into 8 mini groups- cricket, beach, bowling, music, partying, shopping, gyming and schooling.
The logo of the brand was coined in red and white hues with a vertical placement on the bottle that grabs a better eye during the stacking, refrigeration and drinking processes.
As described by Santosh Padhi a.k.a. Paddy, Chief Creative Officer and Co-founder, TapRoot India, “Simple, solid, masculine and unique. And since we wanted to differentiate ourselves in every aspect, we refrained from placing the logo either diagonally or horizontally, which is what most cola companies do. Instead, we placed them vertically. Which is most useful, considering that right from the stacking in refrigeration to drinking and pouring, the bottle is horizontal most of the times. This way, our logo stood out at most times.”
Even the bottle of the cola was designed in a way to give a beer feel alike. “Initially the bottle was planned to launch in same shape but in blackish silver, but since the research demanded the cola needed to be seen through the bottle and hence we shifted to a transparent bottle. Once we were done with the designing of the bottle and the technical team worked out the volume dimensions etc to fit the criteria, we had to modify the bottle a bit,” explains Paddy.
While the bottle of the KIK was done in one color monotone, the Can packaging of the Cola brand was designed in white with a splash of colors similar to the print ads, dominated by tones of red and blue.
The photographer for the print campaign was Amol Jadhav from Mumbai. “We wanted to use fresh models, almost first timers to give a more authentic real look to the campaign, ion day one for first few hours it was difficult to communicate and get the best out of them, they too were not professionals hence they were not serious about what we wanted to achieve through the shoot, I remember it was in the second half where both the Amol Jadhav (the photographer) and me decided to reject one of them as he was very bad, by doing that I don't know other automatically became alert or they were genuinely better than him, so in short that boy never saw himself on the posters and billboards,” avers Paddy.
Print/Poster:
The TVC:
The launch television commercial too showed a crowd of Sri Lankan youth diffusing a potential violent conflict between youth and authority by pulling off something that's unlikely to happen anywhere in the world but in Sri Lanka. They simply turn the whole conflict area into a party zone by breaking into song and dance sparked off by KIK and eventually both opposing sides have no choice but to join in.
The TVC was shot in Sri Lanka, which is produced by Yellow Lemon Sun Films.
Besides Print and TVC, in order to tap the youth of the Sri-Lankan nation, the agency also rolled out an innovative Pre launch interactive outdoor activity captioned 'I GET MY KIK OUT OF_________________' along with huge posters set at various colleges and malls. Based on the insights the base line “Lankan to the last drop” was also pushed in all the communication plans.
Pre-launch Outdoor:
Launch Outdoor:
Bus Shelter:
Kik on Van:
Restaurant:
Launched at a strategic price-points in a (200/300ml) and pet (500/1500ml), KIK within just few time of its launch has crossed 25% market share and has endeared a tough fight to the global behemoths.
“The campaign is doing more than expected, client and Triad adverting are doing lots of seasonal promos to keep the brand going. there will be a time where we need to refresh it/ take it further and we are sure client and triad are focused enough to hit the button when needed,” explained ??Paddy??.
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