The CULT drinks brand underpins its brand image with the catchphrase ‘Good energy always wins’. Certainly, all that ‘good energy’ seems to have generated winning ways for the Danish company. In less than two decades, the business has grown from one man’s good idea into a major provider of energy drinks selling into more than 20 overseas markets.
CULT Energy Drinks
Inspiring a CULT following
Marketing and promotion of the CULT brands in each of the international sales territories has always been delegated to the distributors on the ground. So CULT needs to ensure distributors in the field can access the high quality marketing materials they need to promote the brands and get traction in highly competitive drinks environments.
However, CULT HQ was becoming increasingly aware that the FTP server it was formerly deploying to automate distribution of materials was far less than satisfactory. There was no brand guidance and files were stored in folders with no facility for users to view the content before download.
This caused a cumbersome problem, particularly in markets with slower internet connections. Worse, it encouraged frustrated distributors to create their own home grown content – a recipe for confusion, inconsistency of message and dilution of the brand.
What was needed was a simpler, easier, more flexible and adaptable system — one with an interface that could properly immerse the user in CULT and its brands.
The CULT team engaged thoroughly with the design and installation of the Brandworkz solution. During the transition from FTP to the new fully-featured brand centre, the CULT marketers created a fictional character, ‘Hector from Chile’, as a device to help plot the journey of a typical user of the platform. With inspiration and usability foremost in mind, they considered carefully what ‘Hector’ would experience in the brand centre and how he would want to access, download and use the content.
‘I like the way our Brandworkz brand centre functions like a web shop,’ Thomas Barker says of the new management platform. ‘You can browse around, see what you need and take a shopping cart approach to downloading.’
Authorised media personnel can access the system too, in a section of the portal that becomes its own landing page. The press can only access appropriate PR content such as press releases, logos and images; all other content in the site is un-viewable by journalists.
Defining the brand
CULT also recognises the importance of educating and motivating distributors about what the brand stands for, its values and positioning. The distributor can then be encouraged, in turn, to transmit those values further downstream to the retailer through to the consumer, generating positive brand experience, customer loyalty and sales across all territories.
Users land first on the homepage of the CULT master brand, before clicking through to separate sites for individual product brands available in their own particular territory. There they gain in-depth information about the brand characteristics before downloading marketing materials.
Brandworkz is the choice
Thomas sums up CULT’s choice of Brandworkz. ‘It demonstrated flexibility and shareability. It’s easy to share both the brand DNA and the files themselves, and to customise the platform as we want it.
It’s gratifying that Thomas Barker and his team also comment on what a positive experience they have had in dealing with us at Brandworkz.
‘Brandworkz are really nice people,’ he says. ‘We’ve always been met with a positive attitude and people who can solve our problems.
Thank you Thomas – we’re enjoying working with you and your team too!
Brandworkz has really nice people. We’ve always been met with a positive attitude and people who could solve our problems. Often times when you’ve signed the contract with a technology company you get the feeling that now you are kind of on your own but here there is a good relationship and we get really good support.