Cumbé
Cumbé is a Columbian alcoholic beverage brand that offers a modern take on traditional aguardiente. Rooted in culture and craftsmanship, Cumbé’s drinks offer a smooth and authentic taste.
The aim of this marketing campaign was to develop a strong social media presence for Cumbé, using creative content in order to enhance brand visibility especially within the US, engage audiences, and highlight Cumbé’s unique heritage and flavour.
Marketing Brief
Our marketing campaign for Cumbé focuses on creating engaging content that enhances the brand’s online visibility in the US. By producing content such as social media posts, Blog posts, and a video, we aimed to showcase Cumbé’s rich distinctive Columbian flavours.
As a team we worked collaboratively to establish a theme and message that remained consistent across all of the content. Through effective communication we were able to come up with creative ideas, and make quality content. Communication was essential, allowing us to share feedback and make improvements in order to make sure the campaign successfully captures the essence of Cumbé’s brand identity.
Social Media Content Strategy
For the designing of the social media posts Canva was used. Where high quality images were selected that align with the brand’s identity while also being visually appealing. Each post was customized keeping branded image and colours in mind. Using subtle design elements to maintain a professional and engaging look.
The primary goal of the social media posts was to increase the brand awareness and generate engagement. By showcasing Cumbé in various settings such as with bartenders, cocktails, and different flavour profiles, we aimed to position Cumbé as a premium aguardiente and strengthen brand identity. Helping reach our primary goal.
The main theme of this campaign is Cumbé’s rich exotic flavours, a celebration of tradition and craftmanship. Each post highlights the unique flavours of Cumbé and is designed to immerse the audience into the culture of Columbia while positioning Cumbé as the go to premium aguardiente. The visuals showcase the drink by itself with it’s flavour profile and others show the drink being made by a bartender. Enforcing the appeal to both standalone indulgence and a compliment to carefully crafted cocktails.
The key message of the campaign is that Cumbé is a unique and highly regarded aguardiente within the market. The content highlights this by showcasing its versatility, whether enjoyed neat, on the rock, or is the star ingredient in a cocktail. By featuring bartenders and drink pairings, the posts convey a sense of authenticity and craftmanship. With the captions being linked to the images, telling the audience about the authentic nature of Cumbé and encouraging engagement.
Example Social Media Posts:
Promotional Video
A video was created as it is one of the most effective was to increase engagement, and capture peoples attention. Given the competitive nature of the spirits industry, it seemed wise to showcase the authenticity of Cumbé in a visually appealing way. The video incorporates ingredients being shown that are a part of the Cumbé drink, transitions, and vibrant visuals to capture people’s attention better.
The primary goal of the video was to increase brand visibility, brand recall, and highlight the authentic nature of the drink.
Blog Posts
Blog post images were created to ensure the company stays visually appealing across digital platforms. By creating vibrant and nice visual designs, it helps to bring the blog content to life, making it more compelling and sharable. The goal of these images is to capture attention, increase engagement, and enhance content shareability .
These images serve as a key component in ensuring that Cumbé’s brand visibility is effective across all platforms and is able to drive greater brand awareness and interaction.
Campaign Summary
Overall the Cumbé social media campaign was made to enhance brand awareness (especially within the US), engagement, and position Cumbé as a premium first choice for consumers who are looking for spirits. Through high quality engaging imagery and a visually appealing video, there was belief that the campaign was able to show these aims.