Bringing Caribbean Vibes to the World
Crafting a globally appealing lifestyle brand with a uniquely Caribbean identity, connecting young urbanites with the laidback ethos of “embracing your chill.”
The Business Challenge
As the world’s only soft drink made with Angostura aromatic bitters, Angostura Chill had a unique proposition but lacked a cohesive global identity. To grow market share, it needed a strategy that blended its Caribbean heritage with modern, international appeal.
Angostura Chill launched in 2021 as a premium soft drink that doubled as a cocktail mixer. Despite its distinctive offering, the brand struggled to establish a clear, unifying identity that could translate across diverse global markets. Without a strong digital presence and consistent brand storytelling, Chill risked being overshadowed in the competitive beverage landscape. The challenge was to position Angostura Chill as both an aspirational lifestyle brand and a must-have drink, while staying true to its Caribbean roots.
The Diagnosis
Angostura Chill needed a unified digital-first strategy to bridge its Caribbean heritage with the expectations of modern, experience-seeking consumers.
While the brand name and product proposition hinted at relaxation and lifestyle, there was no structured approach to making this resonate with consumers globally. Younger audiences, particularly in international markets, look for brands that feel authentic, culturally rich, and experience-driven. Without a clear narrative or engaging content, Angostura Chill risked being perceived as just another soft drink rather than a movement that celebrates good times, social moments, and Caribbean energy.
The Solution
We created a streamlined brand platform around “embracing your chill,” blending Caribbean authenticity with a modern, digital-first global strategy to build brand love and engagement.
To establish Angostura Chill as a globally appealing lifestyle brand, we developed a unifying creative platform focused on the relaxed, vibrant energy of the Caribbean. The brand voice and identity were anchored in the ethos of “embracing your chill,” creating a seamless bridge between its tropical roots and the aspirations of young, urban consumers worldwide.Our strategy was digitally led, deploying a multi-layered, social-first approach across Instagram, Facebook, and TikTok. A combination of user-generated content (UGC), influencer partnerships, and paid media guidelines ensured sustained engagement.
We also developed a comprehensive suite of global brand assets, including point-of-sale (POS) toolkits, trade marketing materials, and in-store activations to drive distribution success.To amplify its presence, we strategically aligned Angostura Chill with high-impact sponsorships, including the Caribbean Premier League. This provided significant brand exposure in cricket-loving markets like Caricom and Australia, complemented by ATL (TV and radio), social media campaigns, and in-store competitions. By delivering universal content with a local feel, we ensured Chill resonated across all target markets.
The Results
57.6% increase in followers
Achieved within the first six months, driving brand love and awareness.
665.3% engagement growth
across Facebook, Instagram & TikTok, establishing Chill as a highly engaging digital brand.
Enhanced global distribution and visibility
Strengthened brand presence at point-of-sale, reinforcing Angostura Chill as both a standalone soft drink and premium cocktail mixer.
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