Problem
Liquor advertising is highly regulated in India. You can't market liquor directly and need to choose a surrogate product to advertise. Branded sparkling water, bottle openers, key chains or events sponsored by the brand are the usual suspects. So, when Kingfisher wanted to launch India's first craft beer, they wanted a surrogate that would be as unique to its customers as its craft beer would be!
Liquor advertising is highly regulated in India. You can't market liquor directly and need to choose a surrogate product to advertise. Branded sparkling water, bottle openers, key chains or events sponsored by the brand are the usual suspects. So, when Kingfisher wanted to launch India's first craft beer, they wanted a surrogate that would be as unique to its customers as its craft beer would be!
Solution
We named the beer, Republik of Kraft and created a fictional country with its name. We promoted this fake country across social media and called for consumers to apply for citizenship to this country. This enabled us to create a loyalty program where Rebublik of Kraft "citizens" received redeemable points and offers every time they bought Republik of Kraft and other Kingfisher beers at liquor retail stores and pubs/restaurants.
