The most effective surrogate marketing strategy.
Our team developed a sub-brand for this company called Viera Life, aimed at helping a local alcohol business establish a lifestyle brand akin to Kingfisher. Inspired by Kingfisher, we created a lifestyle brand that promoted the premium spirits produced by this company while diversifying their revenue streams. One of the challenges of surrogate marketing is to establish a distinct brand that encourages consumers to buy a different product. This becomes more difficult because it’s easier to attract customers once a substantial brand is built, compared to doing so with a surrogate brand. Additionally, our objective of developing a lifestyle brand as prominent as Kingfisher had to be achieved with only a small fraction of their budget. Our approach combined stunning content creation with a strategic plan to engage the target audience. Using various tactics such as product placement and influencer marketing, our team successfully built a strong brand that met our client's goals. Despite the challenges, Viera Life has become the largest lifestyle/party brand in Sri Lanka, experiencing the highest growth rate in reach and impressions. This success also enabled the company to become the leading distributor of spirits in the region, now expanding into global markets.