With innovation always present in every step of the brand, Chilli Beans, the largest chain specializing in sunglasses in Latin America, launches in May its new brand expansion project called ‘Chilli Além de Chilli’. The project focuses on launching products from other categories, with the help of expert partners, starting in the areas of music and gastronomy. In this way, two new companies were created based on the licensing of the brand: Chilli Drinks, which offers ready-made and functional carbonated drinks, and Chilli Áudio, with exclusive models of speakers and headphones.
The news was announced during Superdose, the brand’s largest convention held at Chilli MOB Cruise, a multiculture platform on the high seas. During the show, Ana Nogueira, Category and Licensing manager, presented in detail the new bet that aims, for the first time, to make the brand found in supermarkets, pharmacies, clubs, electronics stores and department stores.
“Chilli Beans has already reached 25% of the market share in Brazil, so we understand that now is the time to expand, to create new points of contact with our consumers, our fans, investing in new categories!”, comments Ana.
Caito Maia, founder of Chilli Beans, confirms that he is involved in the entire project, from choosing partners to approving the packaging.
“We are extremely excited, this project has everything to be successful! We brought together expert partners in these territories, bringing even more pepper to the market. I am sure that our consumers will be surprised by this new experience that is aligned with our pillars”, says Maia.
Chilli Drinks, which will be the first launch, has an exclusive line of six functional and energy drinks, focusing on beauty, mood, vitality and strengthening immunity. This was possible thanks to nanotechnology, which adds functionality and flavor to products. In addition, it offers five alcoholic drinks: Moscow Mule, Gin Tonic, Mojito, Spritz and Cosmopolitan.
Chilli Audio, another completely innovative option, includes nine exclusive speaker models, created to offer a unique sound experience, with sizes that adapt to any occasion. From headphones to large speakers, the products are versatile. In addition, they all feature a unique design and visual spectacle with a dynamic light show and integrated LEDs that create a visually stunning environment and synchronize perfectly with the rhythm of the music.
In total, the project has more than 20 exclusive products that inaugurate the new phase of expansion of Chilli Beans. Another gastronomic novelty, with a line of pepper sauces, is scheduled for June. Chilli Drinks will be available from May throughout the country in the best stores and on Chilli Beans and Chilli Áudio e-commerce in June.
Products
- Chilli Drinks – energy, functional and alcoholic drinks
Price: R$ 9.99 (suggested price)
Where to find: supermarkets, pharmacies, bars, nightclubs and e-commerce Chilli Beans - Chilli Audio – Speakers
Value: R$189.99 – R$1,799.99 (suggested price)
Where to find: department stores, electronics stores and e-commerce Chilli Beans
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