Meet Ken Gilbert, an avowed "beverage guy" who has now started his own spirits brand, Sephina Spirits. Ken was the CMO of Snapple, Voss Water, and for many other storied brands. Ken talks about creating a Black brand with wide appeal based on the life and spirit of Josephine Baker.
Meet Ken Gilbert, an avowed "beverage guy" who has now started his own spirits brand, Sephina Spirits. Ken was the CMO of Snapple, Voss Water, and for many other storied brands. Ken talks about creating a Black brand with wide appeal based on the life and spirit of Josephine Baker.
00:17 - Ken Introduction
02:17 - How did the interest turn into a brand
04:03 - How has the original idea changed
06:41 - Where did “Sephina” come from
09:36 - How Josephine Baker’s brand intersects with Sephina
12:23 - USP’s
14:47 - How the brand went to market
17:14 - The challenge of a new brand against established companies
19:35 - Getting into the trade with this blended spirit
20:34 - Unboxing experience
21:26 - Josephine Baker facts
23:07 - How are you getting the Josephine Baker message out
24:12 - Visually articulate the brand
25:55 - Sephina as a black brand
28:52 - Product launch during covid
30:53 - How do you define the covid launch
31:44 - Changes in marketing due to covid
32:49 - What advice would you give to your former self
33:56 - Intention of brand development vs. selling
36:14 - Where can you find Sephina
https://www.facebook.com/sephinaspirit/