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Summary
Orijin wanted a campaign to position itself as Ready-To-Drink (RTD) rather than a beer. The brand sought a fresh label that would align with current trends and resonate with the sophisticated consumer market. The goal was to present a rejuvenated appearance that would extend beyond the brand's eighth-year anniversary in Ghana, particularly appealing to younger consumers within the Legal Purchasing Age (LPA) range.
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The Challenge
The dark colour of both the Orijin label and bottle led to a misconception, associating it with Orijin Bitters rather than recognizing it as a Ready-To-Drink (RTD) product. In comparison to its competitors in the RTD market in Ghana, the Orijin bottle lacked a vibrant appearance. Consequently, there was a necessity to update its look to align with the visual cues adopted by other RTD brands, ensuring a clearer communication of the nature of the liquid within.
The Solution
To tackle the challenge of Orijin being misconstrued as Orijin Bitters and enhance its appeal in the Ready-To-Drink (RTD) market, our agency executed a targeted strategy:
- Campaign Strategy
- Event Conceptualization, Planning & Launch
- Personalised Invitations
- Content Development, Video Coverage & Production
- Talent Management
- Influencer Engagement
- Media Relations
This holistic approach not only addressed the misassociation issue but also revitalized Orijin's image, ensuring it aligned seamlessly with the vibrant visual cues of other RTD brands in Ghana.
Results
Our Orijin New Label Campaign yielded significant positive results for the client:
- Earned PRV (GHS) - 28,400
- Reach - 5,385,300
- Trendy online hashtags
- Coverage in national and print media
Gallery
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