Canadian company RISE was gearing up to enter the US kombucha market, however, the brand realized that it needed to strengthen its identity and place focus on a design-friendly, unified and attention-captivating presence. For this, it employed the services of Montreal-based company TUX Creative Co.
Although RISE has proven to be the #1 beverage in the kombucha market in Canada, American integration proved to be difficult as the business landscape there is already saturated. In order to make its way through, TUX Creative Co. facilitates a colorful campaign that positions RISE Kombucha as an accessible beverage that "transcends the category [of educating consumers]" and instead connects RISE flavors to consumer moods — much like Spotify.
Brand Awareness-Boosting Campaigns
RISE Enters the US Kombucha Market with a Stronger Identity
Trend Themes
1. Design-friendly Branding - Opportunity for companies to strengthen their identity through attention-captivating design and a unified presence.
2. Consumer Mood Connection - Opportunity to position products as more than just a drink, but as a way to enhance and match consumer moods.
3. Category Transcendence - Opportunity to move beyond educating consumers about a product and instead creating a brand experience that transcends traditional categories.
Industry Implications
1. Beverage - Disruptive innovation opportunity for beverage companies to create a stronger brand by connecting their products to consumer moods.
2. Design - Opportunity for design agencies to help companies strengthen their brand identity through attention-captivating design and a unified presence.
3. Marketing - Opportunity for marketers to explore strategies that go beyond traditional product education and focus on creating a brand experience that transcends categories.