Building a distinctive brand where people can discover and buy it.
Introducing a South African rooibos brand in Belgium and Luxembourg required more than visibility. The plan connected the expressive world of BOS Ice Tea with sampling, selective distribution and a presence on the shop floor.
Giving a South African brand a Belgian context.
BOS Ice Tea combines a bold visual identity with a world of playfulness, pleasure and rooibos. The marketing plan translated that brand world to Belgium and Luxembourg, taking account of the differences from South Africa.
Those differences matter. Climate, consumption occasions and sales channels need a local interpretation. A brand can retain its character while considering how people here choose their drinks.
Bringing the brand world to the street.
The bright packaging and recognisable BOS Ice Tea identity carry through into activation, sampling and point-of-sale presence. The brand plan emphasises memorable experiences and building recognition.
The BOS Ice Tea 2CV literally takes those recognisable codes onto the street. A presence at the MAS and lively hospitality venues connects brand recognition with personal encounters and product discovery.
Connecting trial with the opportunity to buy.
The plan connected consumer sampling with out-of-home, retail and impulse channels. It considered where people could see the brand and where a trial could lead to a purchase.
Hospitality venues, Wasbar and shops bring BOS Ice Tea close to different consumption occasions. Activation around points of sale connects visibility with the opportunity to try and buy. This connection is the commercial core of the approach.
A strategic plan and guidance in the market.
For BOS Ice Tea at Jet Import, we developed a strategic marketing plan and presented it to the South African brand owners. Support for field activation connected the strategic direction with practice.
The approach brought together brand introduction, selective distribution and retail presence. It gave the brand a coherent framework for communication, activation and commercial development.
Mental and physical availability reinforce each other when brand recognition, trial and points of sale are organised together.