Source: Marketing magazin

According to Klavdija Vidic, head of marketing, Strategic Beverage Business Unit at Atlantic Grupa, the company is trying to introduce new products first to their employees. In doing so, they try to be as creative as they are when launching the products on the wider market. “Of course, within the budget capabilities. This is of utmost importance because employees are the best ambassadors, since they are expected to have ‘first-hand’ information. On the other hand, they are those who will give criticism and praise without holding back, which can be a very valuable source of information for launching of products,” Vidic explained. Beginning this September, Black Tonic is available only at selected locations in Slovenia. Packaging is designed by the Spanish agency Point Blue, and communication is led by Pristop.

In developing this product, which lasted almost a year, the company first and foremost followed two trends. On the one hand, bars compete with each other in offering new flavors and cocktails. On the other hand, hedonists want supreme and classic combination of tastes. The new variant differs from the previous one primarily in the prominent aroma and bitter taste. “Given the projected launch strategy in select bars, most marketing activities are foreseen only for the point of sale, ie. the selected locales. We will also be active on social networks and select events. Advertising in the classical media is planned for later,” said Vidic.

And why did Cockta decide to launch tonic at turn of summer and fall? “The tonic season (and gin tonic) is all year round. At the end of the summer, people are slowly returning from vacations and are mingling more in the bars in the city center. That was one of the reasons we chose September to launch,” Vidic added.