Read on to Learn How
Kanga Coolers, a lifestyle product startup, reimagined how people transport and enjoy beverages. Founded in 2017, the brand introduced an innovative, cooler-free design that keeps drinks cold using just the case they come in. Their flagship product, the Kase Mate, revolutionized outdoor convenience while embodying a fun, adventurous spirit.
Project Name: Kanga Coolers Co-Founder & Head of Marketing & Branding
Client: Kanga Coolers
Term: September 2017 – November 2021
Design and develop an innovative beverage cooling solution.
Create and implement a comprehensive marketing strategy.
Develop a go-to-market plan for direct-to-consumer (D2C) sales.
Position the product effectively for wholesale events and tradeshows.
Establish a B2B custom product line to expand market reach.
Secure initial funding through creative campaigns like Kickstarter.
Conducted a thorough analysis of the market landscape to position Kanga Coolers as a more fun, affordable, and portable alternative to traditional bulky coolers. Leveraged organic social media growth to generate site traffic and convert sales, reinvesting proceeds to fund new purchase orders and sustain financial growth.
Crafted and executed a strategic approach to organic growth through Instagram, TikTok, and Facebook, using campaigns like “Breakfast Beers” to engage audiences. Pioneered a build-in-public model to foster transparency and relatability and launched a record-breaking Ambassador program, recruiting over 5,000 members in just three weeks.
Designed and developed the Kase Mate with a focus on utilizing existing external beverage packaging for insulation, ensuring the product’s standout feature of keeping drinks cold for seven hours without ice. Introduced custom packaging and point-of-purchase displays to demonstrate its unique value proposition, securing partnerships with global beer brands while maintaining profit margins above 70%.
Executed a phased approach, beginning with D2C sales to maximize margins. Expanded into B2B custom products and corporate gifting, offering tailored solutions to meet specific client needs. Transitioned into retail, starting with mom-and-pop shops before scaling into national storefronts. Fulfillment evolved from a family basement operation to a professional warehouse system, all while maintaining a personal touch with handwritten thank-you notes in every order.
Redefined Kanga Coolers’ product positioning to emphasize affordability and portability while creating cultural relevance through innovative campaigns like “Breakfast Beers.” Streamlined D2C sales by restructuring organic and paid social strategies, the website, and communication flows, laying the foundation for partnerships with major beer brands and diversified revenue streams.
We needed to identify our audience, address misconceptions about the product, navigate market challenges, and optimize operations. Key questions included:
Who is buying our product, and why?
How do we showcase the iceless cooling capability effectively?
How do we cut through the noise with a limited budget?
How do we manage inventory and scale distribution?
Bi-weekly strategy sessions to align on goals and objectives.
Produce all media assets and streamline distribution schedules.
Oversee, develop, and implement a paid advertising strategy.
Advise product development strategy.
Re-develop website media libraries and optimize conversion utilizing first-party data
"I get it now, you're the guy that gets everybody excited about the brand."
The implementation of innovative marketing, product, and distribution strategies resulted in a 30% month-over-month increase in direct-to-consumer sales. Kanga Coolers achieved 110 million organic impressions in 2020, demonstrating the success of its campaigns. The Ambassador and endorsement programs scaled to over 5,000 participants, driving significant brand engagement and awareness. Optimized e-commerce functionality and strategic partnerships with major beer brands contributed to scaling revenue from $0 to $5 million in just four years. These efforts established Kanga Coolers as a transformative force in the outdoor lifestyle market.
The strategies positioned Kanga Coolers as an innovative leader in beverage cooling solutions. With over 60% of total revenue driven through D2C channels, the company solidified its market presence and built a loyal customer base. Strengthened partnerships with global beer brands expanded revenue streams and enhanced market credibility. The frameworks and initiatives implemented continue to generate returns, ensuring Kanga Coolers remains adaptable to evolving market trends while maintaining a strong connection with its audience.
Strategy and Implementation: Giard & Co.
Production: Giard & Co.
Digital Ad Partners: Empire State Ventures
Kanga Coolers disrupted the beverage cooling market by combining product innovation, strategic marketing, and a strong direct-to-consumer focus. The Kase Mate’s unique iceless cooling technology, paired with engaging storytelling, enabled Kanga to grow from a college project to a multi-million-dollar business. The success highlighted the importance of relatable branding and innovative solutions in creating customer loyalty and scaling rapidly.
The strategies and systems developed for Kanga Coolers will guide future product and campaign innovations. These frameworks support continued wholesale and e-commerce growth, ensuring long-term scalability and adaptability in an ever-evolving market. By leveraging its proven marketing and distribution strategies. The content and strategies developed during this period remain the foundation of their marketing approach and are directly responsible for a majority of the attribution of the company’s revenue today.
