Fairtrade cola brand builds online identity
New Fairtrade cola brand Ubuntu is looking to the web as a point of difference as it enters the competitive soft drinks category this autumn.
Claiming to be the 'UK's first Fairtrade-labelled cola', its site,
www.ubuntu-trading.com, aims to act as a source of information for its
target 18 to 24 year old market.
Miranda Walker, managing director of Ubuntu, said the site will be a
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include daily blogs from Elod Kafaukoma, a farmer working on a Fairtrade
cooperative.
"Ubuntu's marketing is built on a very clear Fairtrade proposition,"
said Walker. "Cola is an unusual product in this arena, and we're
looking to take Fairtrade into the mainstream."
Planned additions to the site, which was built by Dynamite Partners,
include a monthly world music review by Afrogroov DJ Eric Soul. A
download service is being considered and Ubuntu is sponsoring a Malawi
music festival and supporting gigs in the UK.
The product will launch in cafes and bars this autumn following a trial
in Bristol.
Ubuntu appointed Dynamite through digital consultancy Tradewind. The
consultancy, which is headed by Sam Brownfield, a former director of
integrated agency Liquorice, matches clients to online suppliers.
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