How often do you come across a brand which you would like to relate yourself to? On my recent trip to Southern India, I came across this new beverage brand known as Paper Boat produced by Hector Beverages. The first impression I had about this one was “VERY COOL”
If you take a close look at this brand you see impeccable branding around it. Couple of things to look into it:
- Positioning of the brand
- Engagement by the brand
Positioning : The brand is positioned as a healthy beverage and targeting the fortified functional drink market (non-carbonated).
Packaging : Not even big giant like HUL pay close attention to packaging, but that’s what differentiates Paper Boat from other cold drink brands in India. The whole packaging is very neat and clean. The packaging has an appeal to kids to play with it once they have sipped the drink.
Engagement: The brand’s Facebook page Paper Boat has around 123000 Likes and around 916 followers on twitter @paperboatdrinks. The brand is very active on social media and the engagement level is very high. You will get to see positive sentiments around the brand on social media. The three areas where the brand keeps it engagement are “memories”unfolding paper boat”hope floats”.
Paper Boat has now tied up with Amazon.in to sell their drinks on PAN India level. This is a smart move by the company as it can reach to a wider area and brings down distribution cost to a large extent. Last year the company raised. In recent years, the company has raised funding and has planned to set up a production unit at Mysore.
You can order one for yourself at Shop at Amazon.in