Underberg achieves 100% brand consistency with pixx.io

1. Offer market-specific content

2. Ensure brand conformity

The contents of the distinctive small bottles are the same all over the world. The label, however, differs depending on the country of sale. This is because different restrictions apply to the communication and advertising of alcoholic products in the various countries and regions of the world. Global Brand Management harmonizes the brand content with these regional specifications. The challenge is to ensure that brand partners, sales colleagues and retailers worldwide are working with the correct content.

A prerequisite for brand-compliant and consistent communication is an overview of existing content. For Underberg, overview is important in two respects. In principle, the brand team is structured according to brands and countries in the same way as the company. Accordingly, digital product and brand content must also be organized according to this logic.

Without a tool that provides structure, however, the overview is quickly lost. Transparency and order are essential, especially for brand building and further development, but also for collaboration with retailers. Otherwise, material that is not final or deviates from the CI can quickly get into circulation.

Lukas and his team recently experienced just how helpful a tool for organizing and distributing content can be during the brand's recently completed design relaunch: Without a central platform, updating the existing brand content would probably have taken many months - with no guarantee that all materials would really be transferred to the new design.

At Underberg, the possible uses of the DAM tool range from collaboration with external parties to structuring digital content and fine-tuning PowerPoint presentations.

One of the most important functions for Underberg is the role and rights management in pixx.io, which makes it easy to map the company-specific brand structure in the DAM tool and break it down to country markets. In this way, colleagues and partners from specific countries only have access to content that has been approved for their market. This ensures that visuals from Germany do not end up on a billboard in England.

Underberg was able to complete the relaunch process within a short time and with the utmost care. And structuring content according to brands and countries is also no problem for the herbal pioneers. The reason: Lukas and his colleagues work with pixx.io.

In theory, Lukas and his team could set up a seamless workflow structure with pixx.io and connect even more tools. "Since every tool has to be introduced via the buying center, this is very difficult for us," Lukas laments. "That's why it's important to me that we can map as many workflows as possible in one tool - and with pixx.io, that's possible without any problems."