Kaboom Achieves What Most Startups Can't
Kaboom is an upstart, USDA organic line of energy and wellness drinks. The product is amazing, but they didn’t have the budgets and funding to compete with the big players. We had to make sure it looked as great as it tasted, while ensuring that the product design speak volumes about the upscale, healthy, green vibe of the product and the company. With no media buys or ad budgets, the product itself shouldered the responsibility of standing out in a sea of competition.
We threw the initial plastic bottle the client had considered right out the window and worked with them to develop a unique sophisticated glass package for the Wellness line. We worked with them to secure manufacturing in China to guarantee the product was 100% recyclable and didn’t create any environmental impact.
We forged strategic partnerships with brands such as the Hyatt Hotels, TheKnot.com, Qantas Airways and Nordstroms, we executed social networking strategies on MySpace and secured product placement at events. We launched their cause-related marketing program by aligning them with the Making Memories Breast Cancer Foundation, an effort that resulted in press coverage on Dr. Phil, CBS Evening News, Good Day LA, Fox 11, MSNBC and The LA Times. We got them $50K worth of free media, and set the stage for future partnerships with the Spectrum Clubs, The Bravo Network and Southern Wine and Spirits—all at no cost to Kaboom.
Kaboom was able to achieve that most startups can’t—national distribution in not just organic and upscale types of markets (Whole Foods, Wild Oats), but also in major chains such as Albertsons, Safeway and Vons. Kaboom will tell you that it was a combination of the quality of the product and the packaging that allowed them to gain entry to a distribution chain that is very difficult to crack as a newcomer with no previous product history. They almost didn’t have to say anything, as the glass bottle speaks for itself. The energy line has been on the market for over a year now, and every distributor reorders and increases quantities, as they sell out constantly.
BevNet, the industry reviewer of beverages, gave Kaboom a 5 star (out of 5) rating, and called out the packaging in particular. Rolling Stone ran the bottle as the product to watch, and Kaboom received no-cost advertising in over 25 national and international publications in exchange for promotional considerations. Kaboom received a Gold Davey Award for packaging and a Silver Davey Award for re-branding in 2006 judged by the International Academy of Visual Arts.
