Project Overview
In one of our most logistically ambitious and creatively engaging campaigns, F4Events executed a Pan-India retail in-store branding initiative for Coolberg, India’s leading non-alcoholic beer brand. With a growing nationwide presence and a modern, youth-driven identity, Coolberg needed a consistent, premium, and clutter-breaking in-store presence to enhance brand visibility, attract walk-ins, and drive consumer recall at the retail level.
The project spanned across 20+ states, 3000+ retail touchpoints, and multiple formats—including general trade stores, modern trade chains, liquor shops, cafes, and youth-focused retail outlets.
Client Vision
Coolberg’s brief was simple yet challenging:
“We want our brand to be seen and remembered across India, from Tier-1 cities to Tier-3 towns. We want presence with personality—edgy, young, modern, and consistent across every store.”
They envisioned a branding exercise that wasn’t just about putting up posters—it had to feel experiential, convey the cool, bold identity of the brand, and speak to Gen-Z and Millennial buyers who choose lifestyle beverages as part of their self-expression.
Objectives
- Build high visibility and shelf-impact for Coolberg at the point-of-sale.
- Maintain brand consistency across regional markets, despite store type differences.
- Execute a seamless, on-ground rollout across India, including remote towns and cross-border logistics.
- Elevate the consumer interaction point through smart, localized design and premium-quality print production.
- Establish an F4Events benchmark for speed, coordination, and creative scale in retail branding.
Our Scope of Work
F4Events handled end-to-end execution, including:
- Creative Adaptation of Brand Guidelines
- Zonal Customization for Language & Culture
- Printing & Production of All Materials
- Warehousing & Regional Distribution
- Vendor & Fabricator Management (local & central)
- On-Ground Installation Across 3000+ Retail Locations
- Real-Time Tracking & Daily Reporting
- Photographic Documentation (Before-After, Store Staff, Branding Proofs)
Creative Strategy
We adapted Coolberg’s original branding language into store-specific, high-impact creatives based on retail typology and region.
Brand Elements Designed:
- Vinyl Stickers for Fridges, Walls, and Cash Counters
- Danglers & Tent Cards
- Shelf Strips and Wobblers
- Storefront Fascia Branding
- Hanging Boards & Glow Signages
- Window Glass Graphics
- Neon Signage (for flagship outlets)
- POS Kits for Influencer Stores
- Hindi/Regional Language Adaptations for over 10 states
Each store received a branding plan suited to its size, layout, and product positioning—from subtle shelf branding in a small general trade store to full façade takeovers in flagship modern retail shops.
Production & Material Planning
All printing was handled via our national vendor network, optimized for local delivery time and cost.
- Material Used:
- UV-treated vinyl (outdoor durability)
- Gloss laminated stickers
- Rigid foam boards for durability
- 3D lettering for selected stores
- LED backlit units for premium touchpoints
- Quality Checks:
- Centralized proofing of all creatives
- Sample approval system before mass printing
- On-ground checklist with each installer
- Final store photography sent for internal QA
Execution Strategy
The most complex part of this campaign was its logistics and ground-level execution across a vast and diverse geography.
Deployment Timeline:
45 days across India
Organized into 5 zones: North, South, East, West, Central
Manpower Mobilization:
- 50+ Regional Vendors
- 200+ Ground Installers
- 12 Zonal Supervisors
- 1 Central Coordination Command Center at F4Events HQ
Each region was handled by a dedicated supervisor, who tracked shipments, monitored installations, reported live progress, and resolved challenges (like shop unavailability, weather disruptions, or material delays) in real time.
Reporting & Analytics
We provided the Coolberg marketing team with daily dashboards showing:
- City-wise progress
- Photos before and after branding
- Installation timestamps
- Feedback from retailers
- Summary heatmap of brand coverage
The final MIS included:
- Store-wise branding checklist
- Images of every location
- Brand visibility score matrix
- Summary PDF for boardroom presentation
Challenges Faced
Like all nationwide rollouts, we encountered and overcame multiple hurdles:
- Regional Language Barriers
- Solved with localized copy translations and vernacular creatives.
- Remote Store Locations
- Handled by activating our Tier-3 city vendor pool and deploying mobile branding teams.
- Last-Minute Inventory Shortages
- Backed by contingency stock at zonal warehouses.
- Store Resistance (some general trade stores initially hesitant)
- Resolved with retailer engagement kits and incentives coordinated with Coolberg’s sales team.
- Weather-Dependent Outdoor Branding
- Mitigated with protective lamination and sealed installs during pre-monsoon windows.
Results & Outcomes
✅ 3000+ outlets branded across India
✅ 100% alignment with brand guidelines
✅ 80+ cities covered including metros and small towns
✅ 15% uplift in Coolberg’s retail shelf space visibility
✅ 20% increase in store-based trials post-branding (as per Coolberg’s internal survey)
✅ Zero major failures, damage, or brand guideline violations
Client Testimonial
“What F4Events accomplished in just 6 weeks was remarkable. They treated our brand like their own—with consistency, agility, and insane attention to detail. Every single retail touchpoint speaks the Coolberg story now—and it looks brilliant!”
— Marketing Head, Coolberg India
Why This Campaign Stands Out
- Scale & Precision: A flawless rollout at such scale is rare in the Indian branding ecosystem.
- Local Meets Global: A hip, youth brand matched with localized deployment—without compromising quality.
- Speed of Execution: From planning to production to rollout, the timeline was aggressive and perfectly met.
- Partnership Approach: F4Events worked hand-in-hand with Coolberg’s sales, distribution, and marketing teams for synergy and success.
Conclusion
The Coolberg Pan-India In-Store Retail Branding project was a milestone for F4Events—a blend of creativity, logistics, discipline, and cultural understanding. It reinforced our reputation as one of India’s most reliable and impact-driven experiential and retail branding agencies.
From concept to shop counter, F4Events delivered not just visibility, but brand love.
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