Retro clothing makes up 58% Itubaína for sale

Since 1954, when it was released the coolant Itubaína, the trade mark has not imagined that a simple change in clothing would make so successful as to conquer new consumers who, until then, not "identified" with the mark of Tutti-Frutti flavor drink.
With the release of retro Edition, in 2008, success was immediate, but a reaffirmation of Fame was consolidated only in the last year, driven by social networks, through photos posted by famous and people of higher classes.
Child Rescue
"We realized the potential of reviving the brand in retro style, in 2008, because it was a time that the old fashioned was returning. So, we decided to merge the name retro with a feeling of nostalgia of childhood and it worked, "explains Bruno Piccirello, non alcoholic products Manager of Brazil, Kirin merger Schincariol, Itu (SP) with the giant Japanese Kirin beverage manufacturer.
This formula recaptured consumers between 25 and 35 years due to the memory of childhood, and generated new fans between 18 and 25 years because of modern design. Currently, the packing is a long neck bottle, 355 milliliters, which according to Piccirello, "has a more premium, winning the class A and B".
This change had a big impact last year. For 2011, sales of Itubaína had 58% growth, while the refrigerant sector recorded stability. Another factor that helped the good performance is the advancement of beverage distribution in more sales points.
The company is preparing now to evolve in 2013 in sponsoring, disseminating the brand at events. Tomorrow, on the anniversary of the city of São Paulo, she will sponsor the party in the municipal market of São Paulo, in the city centre, as well as it did last year.
According to the Manager, São Paulo is the largest consumer of the beverage, almost equaling the interior cities. "We are also in Rio de Janeiro, Minas Gerais and Paraná, but with a much lower volume. For now we do not have the intention to expand to other capitals, but focus fully in Sao Paulo, "he says.
Strategy
David Bolzan, Director of marketing, Enterprise, 2bee account that companies that bet on revitalizing your brand to cater to a select audience, themselves as well, such as Havaianas and at Cia. Haha. In the case of Itubaína, Bolzan emphasizes the importance of the company have focused on the emotional side.
"This action will add much value to the brand, because when you see the retro bottle, people will remember a time that was yummy, it's childhood, creating a favorable environment to sell".
However, he considers that the changes do not work for all tag types. Every company needs to know your audience and anticipate a trend, from knowledge. For the Hawaiian, he explains, it was necessary to make an overall repositioning of the brand, changing the public C and D to A and B.
"A new guise has been made, as well as repagination of the models and investments in the product. In addition, the company retired the Renato Aragão as poster boy of the brand and now has famous artists more (Reuters). They realized that the more casual chic fashion would reach the public with selective buying power, "says Bolzan.
The Brazil Kirin reported last week that aims to expand by more than 50% of their points of sale in the next two years, of 650 thousand to 1 million. The strengthening of the group must happen mainly in the South and Southeast.