NEW PRODUCT LAUNCH
After my first meeting with Kilo Kai, it was clear they were the only “real” rum product in the category. So my plan was simple: an honest campaign with a dialog driven message and no filler.
I used a mix of online, on and off premise promotion, sales support and a custom line of speciality drinks.
After only six months, Kilo Kai took 43% market share in the markets where it was available. Tasty.