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Cloud 9 is comparatively a young product in the market and the consumers are already bubbling with excitement about this exciting new beverage which has garnered a substantial following with India’s youth and adults alike. Many wonder, how did we do it? So here it goes. We have a smart ‘Marketing Plan’ with an eye on the future – a future where an Indian Energy Drink will compete with the strongest contenders from across the globe.
Ready, Set, Launch
We organised the pre-launch meet at Sahara Star on 11th September 2008. Hundreds of retailers and stockiest gathered to get their first taste of Cloud 9. The event was a runaway hit. The show began with a series of technical presentations and ended with a luxurious gala of entertainment and fine dining. By the end of the evening, the venue was buzzing with enquiries and everyone was eager to associate themselves with Cloud 9. It was the perfect way to start off on a ‘New High’.
Pomegranate was launched by Shilpa Shetty at a glittering launch party at JW Marriot followed by a massive outdoor campaign for Cloud 9 using teasers like “Drive for 30 hrs with Cloud 9”. For the launch of ‘Cloud 9. Premium’, our latest Energy Drink variant, we repeated the outdoor and on-air campaign with similar success. We supported the launch with exciting danglers, posters and shop signages which are visible across the city.
We also used Promotional & Merchandising Material for retails as well as star properties, and conducted sampling activities at all major events and activities which helped create brand recognition and aided in boosting the popularity of the product and left scores asking for more.