Health-Ade has reportedly lent a new packaging to its high-quality fermented Kombucha tea by embracing aluminium cans. To promote the flagship drink in new packaging, the Los Angeles-based brewing firm has entered into a two-season partnership with the L.A. Dodgers baseball team.
Kombucha tea in new 11.5-ounce aluminium cans will be available in select flavours in Dodgers Stadium and retailers worldwide.
“There’s a ton of overlap with the L.A. kombucha consumers and the L.A. Dodgers,” Health-Ade CMO Charlotte Mostaed told Marketing Daily.
According to a survey, out of 600 non-kombucha drinkers described as health-and-wellness-minded, 55 per cent were ready to choose Health-Ade over soda and 30.5 per cent over alcohol.
Research also found that Health-Ade’s kombucha tea could have had broader appeal if not limited to glass bottles.
“Cans as a package format are driving the most growth versus other package formats in the category. So the time felt right. In previous years, it wasn’t right,” added Mostaed.
The brand has decided not to limit its promotion to media placements within Dodgers Stadium but also use out-of-home ads in the surrounding area.
“Hopefully, if you’re a Dodgers fan in the L.A. area, you won’t be able to miss our activations,” commented Mostaed.
Health-Ade’s partnership with Dodgers coincides with the launch of the fourth installment of the brand’s “Get That Good Gut Feeling” campaign.
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