Cîroc Vodka, a premium brand under the global Diageo reserve brands family, brings to life their new marketing campaign, Cîroc Glow, which was launched at the 40 Forty Lounge in Nairobi. The brand has partnered with fashion blogger Joy Kendi and renowned DJ G-Money to give an experiential taste and feel to its target market.
Today, consumer behaviour has fundamentally changed altering the way businesses interact with consumers. In the beverages sector, this generation has driven brands to become more interactive and relatable, seeking to go beyond packaging and product marketing.
Innovative marketers have already shifted their investment focus to social media and the more disruptive and collaborative brand communications tactics as priority investments that would cut through the noise and deliver lasting impact on the relevant authoritative conversations for their products.
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Word of mouth and peer recommendation and review culture is powerful and here to stay: consumers look to each other and to our favourite digital personalities on Youtube, Instagram, Snapchat, Pinterest and other social platforms to be informed about the experience of a product or brand prior to purchase. And the influence is considerable.