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.