When old is gold

The Challenge:

When India’s most beloved- Keventers needed help entering the 21st-century arena, Webeasts was ready to help. It was time the brand, once again, grew to address a larger audience by targeting the Gen-Y and the millennials. Our task was to identify and implement how the brand could leverage it’s key attribute- It’s legacy.

Strategy & Approach:

How do we deliver what the audience wants? We identify their language, their source of information, their style and the trends they follow. We need to be a step ahead to know what will attract them next. And that is exactly what we did with the branding and marketing of Keventers. We inculcated their heritage with their new brand personality and fused the two attributes with a sense of nostalgia.

We developed products, packaging and creatives and aligned them with the taste of the youth as well as the story of the brand. Going overboard with colours, punch lines, visuals and language, we caught the attention of our audience right away.

The youth tends to connect with trends that have never been seen before. And Keventers was out to serve that purpose, people had never imagined Keventers to be trendy and stylish. Webeasts wanted to portray Keventers as a young and fun milkshake and baked goods brand that would be the ultimate stop for delicious healthy goodness.

Outcome:

The final result was Keventers becoming a hit as soon as it was launched. The packaging was interactive and struck the consumers with a sense of nostalgia. The bottle packaging attracted the youth more than any packaging ever had, and slowly, but certainly became a style statement.