PROJECT

Inverroche, Zambia

Brand Launch Activation

Since the original launch of the brand in SSA markets in 2019, the level of traction received has been somewhat low. We were approach with this tension and tasked with creating a brand launch experience coupled by a brand integration plan for 2023.

This proposal started with in depth consumer research into our first pilot country, Zambia. Once we identified a few consumer tensions, we could use selected Inverroche specific experiences as integration opportunities. We created a full-scale brand launch through a retail, digital, on trade and activation strategy. Retailer purchase and win opportunities were created with unique limited edition Inverroche packs in store. A full-scale digital Collab campaign was launched between Inverroche and a local eCommerce supplier. On trade tasting and experience events were created to ensure product trial. Finally selected flagship outlets were identified, that hosted bi-monthly Inverroche experiences as well as female driven "Therapy days with influential Zambian female entrepreneurs and business women as a form of upliftment in communities.

This project as a whole achieved a 15% growth in shares for the brand by mid 2023 with an exciting 23% achieved by the end of 2023.