Categories Name : South Awards For Stage of Brand Building
Sub-Category : New Product Launch Food & Beverages
Entry Name (Campaign) : Queenfisher - The Queen of Good Times
Kingfisher is the market leader in the beer industry. Over the years it has seen competition from new entrants all fighting for the share of throat and mind of the consumer base. While Kingfisher is the most loved brand of the country, it needs to work towards capturing the affluent and young consumer base. There was also an evolving trend towards trying smoother, more sessional drinks as well as the need to try out new variants in the market, while Kingfisher had primarily just two variants to offer. Historically most of the beer brands have spoken to the male consumer base, activating set, traditional marketing levers. Playing with the traditional solutions like ATL/BTL investment only, were no longer an option to keep the break the clutter and keep the brand relevant with consumers. Furthermore, the beer industry has seen the rise of the female consumer penetration to 5%, which is largely untapped through the major beer brands in their marketing endeavours.