Why is a rap singer now the creative director of a soft drink company? 👀
Grammy award-winning musician Macklemore (Ben Haggerty), a long-time advocate for recovery, has teamed up with CLEAN Cause, and is now their creative director.
The beverage company produces sparkling yerba mate and is dedicated to helping individuals find freedom from substance abuse.
This comes after the launch of Heineken's non-alcoholic beer, their introduction to the non-alcoholic market.
Why is this relevant for the Soft-Drink segment?
✅ The Yerba Mate market revenue was 836 Million USD in 2019 and will reach 1.14 Billion USD in 2025, with a CAGR of 5.37% during 2020-2025.
✅Strategic positioning: Celebrity collaborations help brands with marketing campaigns, positioning, and viral content.
Bringing the celebrity's audience as a customer and acting as a multiplier will potentially grow the brand in sales and following in the beginning.
This is usually successful if the celebrity has a special interest or skill set that resonates with the company. Keep in mind this strategy needs to be consistent and not used as a marketing gimmick (the consumer knows).
🙌🏽 HIT: Adidas with Pharrell and Kanye
🤭 MISS: Polaroid and Lady Gaga
✅ Real stories matter :
The alliance with Macklemore is a reflection of how personal stories matter, and are driving customers towards more humane and relatable storylines and brands.
This shines a light on the reality of a present but "neglected" audience that doesn't drink alcohol. Not in a preachy way, but in a cool and modern way.
👁
I'll be curious to see the influence and consistency that the brand puts into its brand building. How they create a community away from the media lens, and how they plan to include other types of customers into their audience. Are they bringing more music, culture, and creativity, into their brand cause?
https://lnkd.in/gnRX9zhk
#cpg #nonalcoholic #softdrinks
