Yebehir is a renowned and experienced marketing agency that offers services like Web Development, Branding, Digital Marketing, Production and Marketing Consultation

Komari Beverages, a newly built US$12m alcohol manufacturing company, has introduced hard seltzer into the Ethiopian market with the launch of new liqueur brand dubbed Arada in April 2021. It is packaged in an artistic bottle, aimed to mostly attract the youngsters who are by far the biggest consumers of hard seltzers across the globe, looking for an alternative light alcoholic beverage.

Arada’s branding and marketing strategy has been instrumental in its success, establishing it as a popular and recognizable brand among Ethiopian consumers. Here’s a closer look at their key strategies:

  1. Authentic Ethiopian Identity: Arada’s branding taps into the rich cultural heritage of Ethiopia, incorporating elements that resonate with the local audience.
  2. Target Audience: Arada’s marketing efforts are primarily directed towards young Ethiopians, a demographic that is increasingly influential in the country’s consumer market. Their campaigns and social media presence reflect the interests and aspirations of this target audience.
  3. Vibrant and Engaging Visuals: Arada’s branding and marketing materials are visually appealing and engaging, utilizing bright colors and eye-catching designs that capture attention and convey the brand’s energetic and refreshing nature.
  4.  Social Media Engagement: Arada actively engages with its audience on social media platforms like Facebook and Instagram, fostering a sense of community and encouraging brand loyalty. They frequently post engaging content, respond to comments, and run contests to keep their audience engaged.
  5. Partnerships and Sponsorships
  6. Supporting local communities

Overall, Arada’s branding and digital marketing strategy has been effective in establishing a strong brand identity, connecting with their target audience, and driving brand awareness. 

As a digital marketing agency, we possess the expertise and resources to help you harness the power of digital marketing and achieve your business growth objectives. We can tailor a comprehensive digital marketing strategy that aligns with your specific goals and target audience, ensuring that your brand stands out and captures the attention of potential customers.We can help you develop compelling website content, create engaging social media campaigns, optimize your website for search engines, manage targeted advertising campaigns, and analyze the results to refine your strategies for continuous improvement.


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