Meet Ugly Drinks
A direct to customer soft drinks brand
Direct to customer brand Ugly Drinks doesn’t sell anything new. It sells water. It is challenging the reigning market leaders Coke, Pepsi and LaCroix.
Co founders Thomas and Joe Benn worked as head of marketing and head of sales for Vita Coco, a coconut water brand. The duo had succeeded in making Vita Coco the national brand. It offers plain soda water, flavoured soda and plain water. Customers can subscribe from their website. They pitch their offering as a health drink, unlike the sugary soda drinks. Its 2020 revenue may reach INR 100 crores.
Co-founder Thomas said’ “We feel like the big beverage brands have been saying the same things for a 100-years plus, and so it was our turn to tell the ugly truth.” That truth is that sugar-filled beverages aren’t good for you — even if the can says they are.”
Ugly Drink’s marketing strategy centred around knowing what are the needs and behaviour of customers. Non-sugar drinks, convenience, unique identity and clever branding helped the brand for the successful lanch and growth.
India’s Ugly:
