KLOSTER KITCHEN RECEIVES A FACELIFT
Simply ingwertastic: Kloster Kitchen, the market leader in the German premium shot segment, has been burning for spicy moments of pleasure since 2016. To secure its position in the superfood league, the brand is now getting a comprehensive relaunch. In the future, the beverage startup will present itself with a new brand and product design, a high-quality campaign platform, and a modern experience world online and at the POS. In this way, Kloster Kitchen is setting new accents for a contemporary, attractive appearance, but without changing the popular recipe. Because one thing is certain: There is only one original with real ginger pieces.
Ginger shots have nothing to do with evening shots. Quite the opposite: They are the conscious daily companion and provide the special freshness kick in between. Current figures from Kloster Kitchen show that the ginger tuber not only has an effect on taste, but also on the target group. Since its launch, more than 39 million ginger shot portions have been sold. To build on this success story in the future, the beverage startup is now presenting a major brand relaunch. And as if everything is new in May. Consumers can now experience all the new products with their five senses.
"2021 was a challenge for all of us. And yet: Only those who think anew can help shape the future in the long term. In order to not only keep up but remain a leader in the growing ginger shot segment, we gave our brand a completely new look. Our logo has become a trademark, our bottles a statement. With our adapted appearance, we are responding even more strongly to the needs of our target group and at the same time setting new standards in the beverage industry. Of course, nothing will change in terms of our standards and product quality," says Mario Fürst, founder of Kloster Kitchen.
Putting good in front for the good resolutions
Even the first glance at the new design reveals what's inside: a ginger shot with real ginger pieces, organic, vegan. The logo has become a real trademark, symbolically showing six pieces of ginger and forming two mirrored "K "s as a negative shape. KK like Kloster Kitchen - the crass (ginger) kick;). The individual ginger hints run stringently through the entire look. The bottles have also received a cosmetic correction, appear much tidier and create more structure, conciseness and a better shelf impact. But that's not all. In order to highlight the ginger content even more and to meet the requirements of the retail trade, the naming of the products was adapted. Ginger TRINK" became "Ginger Shot" - after all, the adapted name has been the program at Kloster Kitchen since the very beginning.
May it be a little more?
In the future, the new bottles will become a statement piece on the shelf and stand out due to their unique appearance: With 12SHOTS Classic, Kloster Kitchen relies on green glass and thus further expands its firstmover position at the POS. Due to its colored bottle, this product has a particularly high recognition value and is deeply anchored in consumers' minds. All other flavors and pack sizes, on the other hand, come in white glass and give a hint of the tasty contents at first glance. But looking good alone is not enough. In the future, the 12-shot bottles, which are particularly popular with consumers as storage rations, will contain more. Instead of the previous 250 ml, they will contain 360 ml at the same price at the end of January. Three different varieties, from Turmeric to Pomegranate to Classic, will be available in the new size. Incidentally, like all other products from Kloster Kitchen , this trio is 100% organic.
The new rebranding is also accompanied by an offensive at the POS. In addition to crisp slogans on display ads, stand-up displays, and flyers, Kloster Kitchen wants to create a modern world of experience in retail. With a bit of luck, consumers will also be able to meet ginger shot fan and top chef Roland Trettl, who has been buying and loving products from Kloster Kitchen for his family and himself for years. And since there is not only a matching lid for every pot, but also for every shot, Roland Trettl has recently become a brand ambassador for the beverage startup. And pssst ... this year, ginger shot lovers can look forward to new, flavor-explosive creations mixed together by the top chef himself.
A portion of sense inspiration please!
To make the small shots stand out even more, Kloster Kitchen will in future knit its entire communication around the slogan "Sinnspiration". With the help of POS advertising materials, social media campaigns, and various content pieces, the beverage startup wants to create real added value and become an impetus for a conscious lifestyle. From yoga classes to recipe ideas to CSR activities, they want to inspire their target group and play a meaningful role. In addition, a content hub will be created on the various channels of Kloster Kitchen with many meaning-inspiring stories from the community.
Coherent container concept
One shot every day. That is the recommendation. Based on this, the makers of Kloster Kitchen have developed a coherent container concept. The 1SHOT (30 ml) and the 2SHOTS (60 ml) are perfect for on the go, while the 12SHOTS (360 ml) is the ideal storage portion for at home.
CONTACT:
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Carole Friedrich Fashion & Lifestyle Unit c.friedrich@hansmannpr.de +49 (0)89 - 360 54 99-18 |
Jasna may Fashion & Lifestyle Unit j.mai@hansmannpr.de +49 (0)89 - 360 54 99-29 |
