KLOSTER KITCHEN GETS A FACELIFT
Simply ginger-tastic: Kloster Kitchen, the market leader in the German premium shot segment, has been passionate about spicy taste experiences 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 both online and at the POS. With this, Kloster Kitchen sets new accents for a contemporary, attractive appearance 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 a conscious daily companion and provide that special kick of freshness in between. Current figures from Kloster Kitchen show that the ginger root not only has an effect on taste, but also on the target group. Since its foundation, 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 it's not all new just because it's May. From now on, consumers can experience all the innovations with their five senses.
"2021 was a challenge for all of us. And yet: Only those who think anew can shape the future in the long term. In order to not only keep up, but to remain a leader in the growing segment of ginger shots, we have given our brand a completely new look. Our logo became 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, our standards and product quality remain unchanged," says Mario Fürst, founder of Kloster Kitchen.
Serving up goodness for good intentions
A first glance at the new design reveals what's inside: a ginger shot with real ginger pieces, organic, vegan. The logo has become a true trademark, symbolically showing six ginger pieces and forming two mirrored "K"s as a negative shape. KK for Kloster Kitchen – the crazy (ginger) kick ;). The individual ginger motifs consistently run through the entire look. The bottles have also received a facelift, looking much tidier and creating more structure, conciseness, and better shelf impact. But that's not all. To emphasize the ginger content even more and to meet the requirements of food retailers, the product naming has been adjusted. "Ingwer-TRINK" becomes "Ingwer Shot" – after all, the adapted name has been part of Kloster Kitchen's program from the very beginning.
Can I get you something more?
The new bottles will become a statement piece on the shelf, standing out due to their unique appearance: For the 12SHOTS Classic, Kloster Kitchen relies on green glass, thus further expanding its first-mover position at the POS. Due to its colored bottle, this product has a particularly high recognition value and is deeply anchored in the minds of consumers. All other flavors and pack sizes, however, come in white glass and allow a first glimpse of the delicious contents. But looking good alone is not enough: The 12-shot bottles, which are particularly popular with consumers as a supply, will contain more in the future. Instead of the previous 250 ml, 360 ml will be included 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. By the way, this trio, like all other Kloster Kitchen products, is 100% organic.
The new rebranding will also be accompanied by an offensive at the POS. In addition to punchy slogans on display ads, stand-ups and flyers, Kloster Kitchen aims to create a modern experience world in retail. With a bit of luck, consumers might also meet ginger shot fan and top chef Roland Trettl, who has been buying and loving Kloster Kitchen products for his family and himself for years. And since there's not only a lid for every pot, but also for every shot, Roland Trettl has recently become a brand ambassador for the beverage startup. And psst... this year, ginger shot lovers can look forward to new, taste-explosive creations mixed personally by the top chef.
A portion of Sinnspiration, please!
To give the small shots even more prominence, Kloster Kitchen will henceforth base its entire communication around the slogan "Sinnspiration" (a play on words combining "sense" and "inspiration"). With the help of advertising materials at the POS, social media campaigns, and various content pieces, the beverage startup wants to create real added value and become a source of inspiration for a conscious lifestyle. From yoga classes to recipe ideas and CSR activities, they aim to inspire their target group and take on a meaningful function. In addition, a content hub will be created on Kloster Kitchen's various channels with many "sinnspirational" stories from the community.
Coherent packaging concept
A shot a day. That's the recommendation. Based on this, the makers of Kloster Kitchen have developed a coherent packaging concept. The 1SHOT (30 ml) and the 2SHOTS (60ml) are perfect for on-the-go, while the 12SHOTS (360 ml) is considered the ideal supply portion for home.
CONTACT:
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Carole Friedrich Unit Fashion & Lifestyle c.friedrich@hansmannpr.de +49 (0)89 - 360 54 99-18 |
Jasna Mai Unit Fashion & Lifestyle j.mai@hansmannpr.de +49 (0)89 - 360 54 99-29 |
