2013-02-17 19:21:12 - ~ Successfully Repositioned and Rebranded Smirnoff’s Lime Vodka to create a lasting impact~
Lokusdesign, one of the leading design consulting firms, received an award for “Excellence in Shoppers Insight and Consumer Behavior” at recently held ET Now awards for Retail Excellence in Mumbai. The award was recognized for the sensory appeal created for the very first time in India for a beverage brand Smirnoff. The concept was radically innovated, repositioned and rebranded the product to create a distinct brand recall.
Lokusdesign had conceived the marketing plan to cater to the primary senses of taste, vision and most importantly smell. For the first time ever a flavor spray tester was used to instantly connect the consumer to the product. This path breaking strategy created a buzz in the beverage segment leading to 32% increase
in sales of Smirnoff Lime.
Speaking on this occasion Mr. Shekhar Badve, Founder & Director (Strategy and Marketing) said “We are ecstatic to be recognized for one of our most challenging projects. With our mind mapping and design research we comprehended it was integral for the consumer to experience the product. With the given constraints on marketing beverages in India due to the regulations it was important to create a unique consumer experience hence we used smell as an element to engage. This enabled the brand to directly communicate with its consumers which evoked a curiosity towards the product. We are delighted ad thankful that novel idea was accepted by the team of Smirnoff and is now being appreciated. It will be our endeavor to develop many more such concepts in future with various brands”
Lokusdesign aims to create & design breakthrough creative concepts for various brands in future.