“Colorful Cocktail Vibes” by De Kuyper
When doing research on the competitors of our ready-to-serve cocktails brand — Aperol, I discovered that De Kuyper has a very interesting marketing campaign for its ready-to-serve cocktail products this summer. Therefore, I want to take this opportunity to share with you about its “Colorful Cocktail Vibes” marketing campaign because I believe that we can learn a lot from their campaign.
De Kuyper is a long-standing brand of liqueurs and cocktail ingredients with a history of 300 years. Currently, De Kuyper has expanded its portfolio into ready-to-drink (RTD) cocktails with many different types based on the region. This summer, De Kuyper Liqueurs launched the “Colorful Cocktail Vibes” marketing campaign by simply pairing classic and trending cocktails with moods and moments to inspire customers to find the perfect drink for any occasion.
The campaign is deployed across multiple channels including PR, social media, influencers, digital, on- and off-trade activations, and Amazon amplification. The campaign takes place over 13 weeks with many different activities.
During the campaign, De Kuyper launches six ready-to-drink tipples as part of its “own the cocktail” strategy. In addition to offline activities such as activating points of sale to bring “Colorful Cocktail Vibes” to life, activities introducing colorful cocktails with Michelin chefs at The Home of Food Festival and De Kuyper cocktail rooftop with Delta by Marriott, De Kuyper has activities on social networks such as collaborating with online retail partners to promote products and campaigns including an interactive quiz QR codes to discover their cocktail personality to suit their mood and occasion and are recommended by the De Kuyper and promotional programs to promote ROS. Besides, the brand shares many tips and recipes to prepare cocktails simply and quickly based on different vibes such as celebration, party or vacation through blog articles or short videos.
I think that De Kuyper’s “Colorful Cocktail Vibes” campaign is successful because of the following 3 reasons:
Multi-channel marketing
De Kuyper has effectively used many different marketing channels to create a wide network and ensure the brand’s message reaches many different audiences. This approach allows De Kuyper to engage customers at different touchpoints, and making their campaigns more visible and accessible. Whether through influencer endorsements, interactive content on social networks, or the convenience of online retail platforms, the brand can ensure that they reach their customers and increase customer engagement and visibility. It is the ability to maintain consistent messaging and foster partnerships across these channels that has contributed to the campaign’s success.
Engagement and interactivity
The “Colorful Cocktail Vibes” campaign emphasizes the importance of interaction in marketing. By incorporating interactive elements such as a cocktail personality quiz via QR codes, the brand not only attracts customers’ attention but also delivers a unique and personalized experience. This approach creates deeper connections for customers and brands because it allows customers to discover their ideal cocktails based on moods and occasions.
Cooperation and partnership
De Kuyper partners with Michelin chefs to organize culinary events and Marriot to provide rooftop cocktail experiences. These collaborations and partnerships not only expand the reach of the campaign, but also contributes to its credibility and sophistication. Collaborating with famous names in the culinary and hospitality industry not only attracts a number of demanding audience but also enhances the image and appeal of the brand.
De Kuyper’s “Colorful Cocktail Vibes” multi-channel campaign has brought a new color to the ready-to-serve cocktails market this summer. I personally consider this a successful campaign to help De Kuyper increase brand awareness and sale volume. However, to most accurately evaluate the success of a marketing campaign, we still need to rely on specific metrics and KPIs.
