Sparkling Marketing Brochure for Chamdiz Sparkling Drink
Posted on 02/25/2018 on Marketing Tips
“What’s a brand?” is a question we at Mad About Solutions prefer to answer via the case for redesigning the Chamdiz marketing brochure.
The American Marketing Association defines a brand to be a “name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers.”
The Business Dictionary expounds the definition a little more by stating the following: “Over time, a brand image becomes associated with a level of credibility, quality, and satisfaction in the consumer’s mind. Thus, brands help harried consumers in a crowded and complex marketplace, by standing for certain benefits and value.”
The brand dictates the value associated with products and services. This in turn commands the price that consumers are willing to pay for them. For example, a tall cup (12 fl. oz.) of brewed coffee from Starbucks would be about P100. That’s more than double the price of a medium cup (16 fl. oz.) of brewed coffee from McDonald’s.
Surely, if I could open 10 coffee stores inspired by and looking very much like Starbucks and called them Moondoughs, success wouldn’t be guaranteed. And success won’t certainly be instantaneous. A brand is built over time with its quality, credibility and ability to satisfy continuously put to the test by an ever increasingly critical market. In this day and age when a customer complaint can go viral within minutes, failing any of these tests can spell doom for a brand forever.
So where do you start building a brand?
Needless to say, you start with what is seen – a logo to represent your products and or services. Then, you move out to packaging, taking care to communicate your product benefits and values but also allow your customers to handle your products easily.
I forget if it was in MBA or in the Leadership Excellence Acceleration Program of a bank where I used to work that we talked about P&G’s Alan George Lafley. Mr. Lafley pushed for redesigning the packaging of Tide boxes. In P&G’s surveys at the time, customers always said they loved Tide’s packaging. But Lafley found that women would almost always use scissors or screwdrivers to break their Tide boxes open because they feared breaking their nails. If Mr. Lafley was not keen enough to notice and address this inconvenience, a competitor brand could have beat P&G to the solution and wrest market share from Tide.
After packaging, it’s time to move into marketing brochure and materials development. Companies typically use a marketing brochure to introduce their brands and products to target markets. From a design and layout perspective, there’s a lot to consider – succinct messaging given a limited space and the even more limited attention span of readers, white or negative space for visual appeal, clear and interesting headers, and call to actions that are easy to respond to.
One of the things Mad About Solutions worked on last year was a redesign of the collaterals of Chamdiz Sparkling Grape Drink.
Chamdiz Sparkling Drink is a premium sparkling drink brand – non-alcoholic! – produced and bottled in Spain for the Philippines through Louis MacLean Far East, Inc. Chamdiz currently come in four (4) flavors – Red Grape, White Grape, Peach and Strawberry.
Chamdiz: The Original Marketing Brochure
Below are images of the original material we had to work with. As you can see, there’s clearly too much going on. Quite heavy on the text, too. And then there’s the additional bottle of an alcoholic wine in the back page.
The background colors were too loud they competed with the logo and product photos for attention. It looked altogether confusing and could have turned off readers easily. Loud and tacky almost always meant neither classy nor premium.
Chamdiz: A Marketing Brochure that Shines for a Sparkling Drink
By the time we were through with the redesign, it was clear that the Chamdiz brand was competing as a healthy alternative to alcoholic beverages. The bottles were clearly the heroes in the material and the messaging crisp and clear.
Using images, we were able to communicate the flavors in each bottle even if readers did not have time to read through the material. And if they got interested in the product, it’s now easy to find where the products could be bought and how the distributor can be reached.
This key visual inspired other executions as well.
Facebook Cover Photos before rebranding:
Facebook Cover Photos after rebranding:
To view the Facebook page of Chamdiz, please click here: @Chamdiz.
Is there a gap between what your brand represents and how it looks today? We’d love to help. Let’s talk about marketing your products.
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