A TASTE OF FRANCE

Image credit: icetropez South Africa

Introduction

The following brand used the model of Aaker (1996) to build their brand and the below brand is a brand that is very unique in South Africa. It’s a brand that competes in a very competitive market, a market that sees the introduction of plenty of new players in the space, hoping to compete for a Rand that is diminishing in value. Imagine walking into a liquor store and looking at the fridge, imagine how many alcoholic beverages you have not tried?
This brand is a disruptor. A brand that took an unconventional way of positioning themselves as a key player in the liquor space. A brand synonymous with luxury and celebration, the founder Greogory Chaix discusses in this article.

In the space of luxury holiday destinations, Saint Tropez in France stands as the ultimate holiday destination. It’s in this haven of luxury that the inspiration for icetropez, a wine based lightly sparkling cocktail, was born. Known as one of the ultimate vacation spots in the French Riviera, Saint Tropez’s association with luxury boats and high living makes it the perfect muse for a drink brand aiming for the skies.

South African Brand launch

icetropez entered the market with a bold move, introducing itself at a notably high price point, something rare for a brand in it’s category of drink. This strategic decision immediately piqued the curiosity of consumers, prompting them to question the thinking behind the steep price tag. This initial intrigue became the brand’s first differentiating factor. With this tactic, positioned in high regard, icetropez competes in the realm of wines and champagnes, targeting consumers with a sophisticated palate. If anything, we often hear that good wine and champagne command a higher price point especially wine and champagne from specific regions in France, as discussed in WineKeller, so why not price icetropez at such a high price point?

What is the competitor landscape like?

While Icetropez shares some similarities with its competitors, such as the bottle size, liquid color, pack size i.e 6 pack & 24 pack packaging so it would be easier to classify it as a cider, but it’s essence lies in the intentional association with wine and champagne which generally command a higher price point than ciders.

Brand Mantra:  #CelebrateLifeWithIcetropez

icetropez South Africa coined the term “#celebratelfiewithicetropez”, which encapsulates the essence of Icetropez’s mission: celebrating life’s achievements with a touch of luxury. By focusing on the unique experience offered rather than the price, Icetropez cultivates a consumer mindset that values the brand’s distinctiveness over its cost. The brands instagram page shows images of people enjoying icetropez in a flute glass, flute glasses symbolize a celebration, which makes all the sense why the brand coined the brand mantra.

On-going marketing activities

Icetropez’ marketing revolves around the perception of luxury, positioning itself as a symbol of sophistication in social settings. Whether it’s attracting attention in nightclubs or resonating with consumers seeking exclusivity, the brand’s marketing efforts emphasize its equivalence to champagne rather than a cider.

One of the key factors that differentiates the brand is their intent to be inclusive. Brand ambassadors are the go-to association for many brands. icetropez has tired to steer clear of this. They have made use of influencers and their actual audience. People love seeing themselves, how much more will they support your brand if they know that should they tag you on a social media post, you will re-share the post? One of the key brand building components is the ability to make your audience feel emotionally connected to you, and the ability to turn the consumer into a brand ambassador, and if what we see on social media is anything to go by, icetropez has done this extremely well. They have given their audience a sense of ownership of their brand.

Target Audience: Aspirational and Optimistic

Icetropez’ target audience comprises young South Africans with a zest for life and a belief in endless possibilities. Most of these individuals are the middle class, where the allure of a luxurious lifestyle serves as a beacon of hope. This audience embodies loyalty to trends and seeks aspirational lifestyles portrayed by media brands like Conde Nast, through their GQ Magazine publication.

Image credit: GQ, 2023

In a dynamic market landscape, reinvention is key to relevance. Icetropez’ recent flavor launch signify its commitment to evolving with consumer preferences. As the brand continues to captivate audiences with its allure of luxury, it stands poised for further growth and success in the ever-evolving world of premium beverages.

Reinvention and Future Prospects: Embracing Change

Image Credit: Glamour, November 2022

In conclusion, Icetropez isn’t just a drink; it’s an lifestyle—an embodiment of luxury, sophistication, and celebration. With its strategic positioning, innovative marketing, and unwavering commitment to elegance, Icetropez invites consumers to celebrate lifes , one sip at a time.

Reference

St Tropez House, 2013

Glamour,2022