2015 – Here our story begins…
When a big opportunity knocks, we let it in and so it was with Catuaba Selvagem. Just over two years ago, we were approached by the Arbor Group about repositioning their brands in an increasingly competitive market. It was not long before we realized that Catuaba Selvagem would be the company flagship product.
As we studied the market, we realised a small group of influencers in Sao Paulo had adopted Catuaba Selvagem as their favourite drink, in a wave of what is nowadays known as retro-cool. Having established that, we came up with the idea to replace the brand’s explicitly sexual message with one adapted to this specific segment but aimed at all the others.
Instead of the “sex drink”, we wanted to turn it into the “drink of love”. The concept “it’s sheer joy!” was born, wrapped up in a graphic and visual language that was a mix of kitsch, tacky, tropical and sensual.
Results could not be better: in addition to staggering sales growth (56% in the first year alone), we were able to bring Catuaba Selvagem into the spotlight without, however, diluting the brand: the secret was belonging without invasion. Social networks followed this repositioning and opened up dialogue channels with all “catulovers”.
In the wake of this growth, there is the new smaller bottle and new flavours that broke the internet and helped to add more fuel to the fire.
And as this mixture of flavours is working, we will carry on this path … Because the story is just beginning…