Kentucky Coffee
Launch branding & activation
– PAST EXPERIENCE FROM CUBO DRINKS –
We partnered with Kentucky Coffee to help develop and define their new coffee-flavoured whiskey for a U.S. launch across 3 key states.
The process kicked off with a deep dive into coffee culture and drinks history research. This enabled us to develop an ‘origin story’ that fully embraced their Cowboy Spirit. Inspired by America’s original adventurers – the Cowboys, we positioned the brand around the three things that kept Cowboys going as they explored new frontiers: coffee, whiskey, and shared stories around the fire.
We turned our Cowboy Spirit into a comprehensive 60-page Brand Book for partner agencies, including a Brand Activation Platform for consumer engagement: “Discover the Wild Frontier”.
We built a holistic brand world that was both practical for activation, and rich with storytelling possibilities. Full visual guidelines covered everything from typography to photographic treatments.
Building on these solid foundations, we developed specific playbooks to guide US agency partners in the On-Trade and Off-Trade, bringing much-needed consistency to local activity. This included props and apparel for bartenders, in-outlet activations and an extensive range of POS displays.
