In July 2023, CLUB underwent a significant brand makeover that encompassed all of its flavors. While speaking to Head of Modern Trade Kaari Kinyua, one gets a clear picture of just how significant the exercise is to distinguish CLUB from its competitors and attract consumers with its updated and modern style.

“What do I think of the new look? OOOOH I LOVE IT! IT'S STRIKING! IT'S EYE-CATCHING! It has this, superior sense of quality, and sticks out clearly on the shelf. This change has definitely had a good effect on consumers' perceptions, encouraging a greater readiness to interact with the product, affecting decisions about what to buy, and building a general sense of brand loyalty. The new look is not just relevant, it’s also unique and unforgettable. One can quickly recognize and remember CLUB now, which helps them feel comfortable and confident in the brand.”

The Bold New Look has shown to be a key stimulus in influencing consumers' decisions in the very competitive CDS category market.

There’s a New CLUB in Town!

The rebranding also marked the highly anticipated return of the renowned Pina Colada flavor. Now available in 350ml, 500ml, and 1.25L, this classic flavor is back to delight CLUB enthusiasts.

Nairobi Region’s Modern Trade Executive, Rahab Njeri described Pina Colada as the “perfect drink” with a delicious flavor combination of pineapple and coconut.

“Consumer acceptance has been GREAT! They love the color, texture, and taste. It is a first of its kind in this market as a soft drink and in the words of several customers has A TRUE KENYAN TASTE.”

The evolution of CLUB's brand and the revival of this beloved flavor enhances our commitment to offering a fresh and exciting experience to our consumers.

Highlands Cordials has proudly led the dilute-to-taste cordial category for over 3 decades, setting a remarkable standard for excellence. The tradition of quality, instilled by our forefathers and passed down through maternal lines, remains integral to our brand.

Since its inception in 1989 with the introduction of the Orange Cordial, the brand has been on a continuous journey to expand its range of flavors. The latest addition to this remarkable journey is Cocopine Cordial, a flavor that's already making waves since its introduction in all leading supermarkets across Kenya.

I am confident that our customers will eagerly embrace the exploration of our new Cocopine variant, featuring adventurous taste combinations,” said the Head of Modern Trade, Ms Kaari Kinyua in a recent interview.

“Preliminary sales data indicates a positive reception for Cocopine, which greatly motivates us to intensify our efforts in promoting this innovative flavor. Experience has shown that often, it only takes one sip to captivate customers.”

Cocopine Cordial is now available in both 1 and 2-liter options, offering a choice that suits every consumer's preference. This new flavor has been met with enthusiastic reception in both the General Trade (GT) and Modern Trade (MT) sectors, highlighting the brand's unwavering commitment to satisfying the evolving tastes of our valued consumers.