Botswana: Kgalagadi Breweries re-launches its Core Original cider
Mmegi.bw - May 14th 2013, 09:54
Kgalagadi Breweries Limited (KBL) recently revealed that the placing of the people dressed in orange suits in strategic locations around Botswana was a part of their marketing strategy to relaunch its cider, Core Original.
Speaking at a recent press briefing, KBL Marketing Director Amakura Erbynn said although Core Original was launched in 2011 and had its name changed from Core Cider to Core Original, it was never marketed extensively.
She said after the name change they had to settle for sometime so that consumers could familliarise themselves with the name change.She added: "Core Original is one KBL brand that has the potential to do well, and with the advertising we are putting in now it will reach its potential."
Erbynn further said that the idea to use the "orange clad aliens" who are called The Tang Mob, was to arouse interest in people before revealing any details.
She said that The Tang Mob is part of the campaign with the slogan 'The Tang is Gonna Getcha' that will be used to promote Core Original. She further said that the campaign will now extend into various malls and liquor outlets where they will be giving away promotional merchandise.
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