The Project
Within the Zwack portfolio, Kalumba is a distinctive premium gin brand with an exotic identity. Crafted with Malagasy botanicals and inspired by the island’s unique heritage, it appeals both to young explorers seeking new experiences and to discerning gin enthusiasts. The objective of Kalumba’s digital campaigns was to strengthen the brand’s online presence, showcase its versatility, and build a long-term community around the brand through authentic influencer partnerships that brought genuine experiences closer to consumers.
Results
Kalumba’s digital campaigns strengthened the brand, drove exceptional engagement and contributed to measurable sales growth.
Outstanding Reach
High Audience Engagement
Brand Growth
Sales Growth
The Challenge
In the highly competitive gin market – where brands such as Tanqueray, Agárdi, Opera Gin and Finsbury London Dry Gin are key competitors – Kalumba needed to stand out through its unique origin story and distinctive communication. The primary target audience consisted of urban consumers aged 18–25 alongside premium spirits enthusiasts aged 25–55. Our challenge was to transform the Kalumba brand into an engaging lifestyle experience and communicate that experience through carefully selected influencers whose values naturally aligned with the brand.
The Solution
We built each campaign around carefully developed themes that combined Kalumba’s exotic character with relatable consumer experiences.
Malagasy New Year Campaign – We celebrated authentic Malagasy traditions through engaging content that strengthened the brand’s unique identity.
Passion Fruit Launch – Adventure-inspired messaging and influencer collaborations highlighted the exotic character of the new flavour.
Kalumba Chill Campaign – Summer relaxation and shared experiences took centre stage, supported by prize draws and influencer-generated content.
Christmas Campaign – Premium seasonal experiences and influencer collaborations made the festive period even more personal and inspiring.
Influencer Partnerships
Influencer marketing played a central role in Kalumba’s communication strategy. We partnered with well-known Hungarian creators such as Stana Alexandra and Szabó Benedek (Beni Konyhája), who introduced the brand to their audiences in an authentic and credible way.
Their campaign content – including gin cocktail recipes, creative serving ideas and lifestyle recommendations – highlighted Kalumba’s versatility while positioning the brand as more than just a premium spirit: a memorable experience.
A World of Experiences
The campaigns focused on showcasing the many ways consumers could enjoy Kalumba. Cocktail recipes, serving suggestions and inspiration for special occasions demonstrated how the brand could become part of both everyday moments and festive celebrations.
Authentic influencer storytelling, combined with engaging community activations, encouraged audiences to actively interact with the brand rather than simply observe it. This approach helped create a genuine and lasting brand experience.
Results
Kalumba’s campaigns achieved outstanding reach, significantly outperforming the brand’s key competitors. Engagement levels were exceptionally high, demonstrating strong audience interest and meaningful consumer interaction.
The brand’s social media presence also grew substantially, with both Facebook and Instagram communities expanding significantly while campaign efficiency remained consistently outstanding.
In addition, sales volume increased measurably during and after the campaign period. The results clearly demonstrated that broad digital reach not only strengthened brand awareness but also contributed directly – and over the longer term – to consumers’ purchasing decisions.
An Authentic Brand Experience
Kalumba’s campaigns successfully combined the credibility of Zwack’s centuries-long heritage with the fresh, inspiring world of premium gin. We are proud to have created an authentic brand experience through carefully selected influencer collaborations, bringing Kalumba closer to consumers and building meaningful, long-term connections with the brand.
