"From Crazy Logo to 500 Crore Brand: The Branding Case Study of Coolberg Non-Alcoholic Beverage"

Coolberg Non-Alcoholic Beverage: A Branding Case Study

Introduction:

Coolberg is a non-alcoholic beverage brand that has gained a lot of popularity in the highly competitive beverage market. The brand's success can be attributed to its strong brand identity and strategic branding tactics. In this case study, we will explore how Coolberg became a successful brand through branding done right.

Entrepreneur India in one of their article wrote this :?Coolberg has been successfully building the category of Non-Alcoholic Beers over the last few years. Founders Pankaj Aswani and Yashika Keswani were exploring alternative options to existing Cola drinks. Drinks that are premium, trendy, and can become part of millennial's lifestyles led to this Non-Alcoholic Beer's origination. As India's first Non-Alcoholic Beer it offers a variety of flavours from Original Beer Malt taste to sweet Cranberry, Ginger, Peach, etc. So far, the brand has served roughly over 2 to 3 million end users. Coolberg retails in around 25000 outlets in India making it an essential part of the lifestyle of consumers. ( you may read the full article here : https://www.entrepreneur.com/en-in/starting-a-business/junkies-on-a-high/366592 )

In 2019, the brand secured its Series-A round of investment from Singapore Based RB Investments, India VC firm India Quotient and few other individual investors. Going forward, it is looking to raise the Series B round in year 2021. Talking about building a brand in the time of the pandemic, Aswani says, "2020 started with a big bang for us, and numbers were going great in first two months. Covid brought the shop to a complete halt for two months. Our team was quite resilient and passed the phase with a strong mindset. We recovered faster than expected as one of our major sectors HoReCa was impacted significantly. The team shifted the focus on supermarkets and grocery stores which helped us to survive the pandemic and come to stability gradually." As they start to expand in 2021 again, they are still a little away from break-even right now and aiming to achieve profitability in a year or two. Concluding the conversation on a high note, Aswani says, "We are now working towards increasing our brand coverage to at least 50,000 outlets as part of our next milestone."

Background

Coolberg was founded in 2016 by Pankaj and Yashika, a husband and wife duo who wanted to create a beverage that would cater to the needs of the health-conscious consumers who were looking for a healthier and refreshing alternative to sugary drinks. The founders had experienced firsthand the limited options available for non-drinkers, which inspired them to create a beverage that could be enjoyed by everyone, regardless of their drinking preferences.

Pankaj's Inspiration:

Pankaj, who has been a teetotaler all his life, faced a unique problem whenever he went out with his friends. While his friends enjoyed beer and other alcoholic beverages, Pankaj quietly ordered an Energy Drink or Apple Juice. The problem was that these drinks did not look as cool or enticing as a beer or a cocktail, making him feel like an outsider. He wanted a drink that would not only be a healthier option but also look just as cool and refreshing as an alcoholic beverage. This is what led Pankaj to come up with the idea of Cooleberg, a non-alcoholic beverage that would be just as refreshing and enjoyable as an alcoholic beverage.

Yashika’s Strategy :

In one of her interviews on herstory ( yourstory ), i found this quote

“We realized that the soft drink industry was in dire need of new options, which are refreshing and can tango with Indian youth. Millennials have been drinking the same cola drinks from their school days. We felt consumers were looking for drinks that just do not curb the thirst or cravings but are also part of their lifestyle. That is how we conceptualized flavorful non-alcoholic beers with the brand name ‘Coolberg’ and introduced it to the Indian market,” she explains.?

“Our first challenge was to launch a product with an MRP twice of that of other soft drinks available in the market. Thankfully, premium features like packaging and the quality of drink helped us on-board the first few customers in Mumbai early on that give us a lot of confidence,” Yashika adds. Read the full article here https://yourstory.com/herstory/2021/01/woman-entrepreneur-non-alcoholic-beer-brand

Brand Identity:

The first step in the branding process was to develop a strong brand identity that would resonate with consumers. The Coolberg branding team chose Minimal approach towards colors and playful designs for the packaging to create a sense of fun and indulgence. I tried finding out the branding designers name but couldn't find ( request to team coolberg if you somehow read this ,please share names in comments or directly to me.)

Brand Strategy:

The Coolberg branding team understood that a great brand is more than just a catchy logo. They knew that in order to stand out in a crowded market, they needed to create a complete sensory experience that engaged the consumer on every level. As per IIDE case study their tagline reads, "Non-Alcoholic Beers Never Tasted So Good Before", which communicated the brand's mission of providing refreshing moments to their consumers. But I hope they keep experimenting with them just like this image (below ) in one of their keychain merchandise, the tagline reads as " HIGH ON LIFE , NOT ALCOHOL " - Personally I loved this tagline not the one that is available on google while you search.

Brand Positioning:

The Coolberg branding team also focused on positioning the brand as a healthy and refreshing alternative to sugary sodas. They emphasized the natural ingredients used in their beverages and highlighted the fact that their products were free from artificial flavors and preservatives. This positioning was especially appealing to health-conscious consumers who were looking for healthier beverage options.

Emotional Connection:

The Coolberg branding team recognized the importance of creating an emotional connection with their target audience. They did this by emphasizing humor, visible readability of NON ALCOHOLIC BEER , the benefits of their products, such as the refreshing taste and health benefits, and by using relatable messaging in their advertising campaigns. This emotional connection helped to build brand loyalty and a strong following.

Brand Extensions:

As the Coolberg brand grew in popularity, the company began to explore new product offerings and brand extensions. They introduced new flavors and product lines, such as Coolberg Sparkling and Cooleberg Fusion, which helped to expand the brand's reach and appeal to new audiences.

Latest from the news,

Conclusion:

Coolberg's success is a testament to the power of branding done right. By creating a complete sensory experience, positioning the brand as a healthy and refreshing alternative, and building an emotional connection with their target audience, Coolberg was able to become a successful brand. The Coolberg branding case study is a valuable lesson for any business looking to build a strong brand identity and succeed in a competitive market.

A special Thank you to all my Subsribers -I never thought my subscriber will grow & that too so fast:), but sincerely thank for reading defynd insights. For those who are reading my newsletter first time - I write on branding, creative advertising and case studies of great companies using branding to their maximum leverage. I have given more than 10 years in strategizing branding for many companies, if you are looking for some advise feel free to reach me on linkedin DM or schedule a video call by following this link https://calendly.com/defyndlogo/meet_us or don't hesitate to write me on any of these email id

[email protected]

[email protected]

or [email protected]