Kenya Breweries Limited (KBL) has unveiled a revitalised identity for its iconic and contemporary brand Smirnoff Vodka as part of its new strategic direction and response to consumer trends and demands.
The new pack draws an inspiration from previous bottles in a contemporary way, with bold visuals and the return of the iconic Smirnoff shield – featuring prominently across all new packaging and adds to completely aesthetic touch to the brand appeal.
Ms. Kariuki disclosed that KBL had tested the acceptability of the new design by consumers and it outperformed the previous bottle on measures such as shelf stand-out, quality perception and preference vs competitors. She further added that the new look was part of the brand’s response to enhancing the brand’s relevance amongst young adult consumers who want a contemporary brand.
We expect this re-launch to set stage for not only creating a new bold identity and re-positioning among our consumers but also to revitalize a powerful connection that will unlock its long-term growth in the market, said Ms. Kariuki.
In addition, the firm also announced the return of Smirnoff Battle of the Beats, the DJ’s competition. The second season of Smirnoff Battle of the Beat powered will crown at least five winners in 5 regions across the country.
The six weeks competition will see up and coming DJ prospects from across the country meet and battle it out to find the next big Kenyan entertainer.
We doubled our growth and today, Smirnoff Vodka has become synonymous with house parties, high energy nights, and a drink of choice for many Kenyans, hence making it the number 1 selling vodka in the country. It is against this backdrop that we are launching the second season of Smirnoff Battle of the Beats, said Ms. Kariuki.
The competition feeds into the larger Smirnoff Experience, an ongoing campaign where the brand is educating consumers on their perfect cocktails.