Mackeson Case Study | Digital Marketing Agency Trinidad
Mackeson: Always Bold. Always Chocolate. Always the King.
Social Media Campaign Strategy & Brand Positioning
Case Study by Small Potato
Small Potato, a Digital Marketing Agency in Trinidad, partnered with Carib Brewery to evolve the identity of Mackeson Chocolate and extend its cultural relevance far beyond its usual seasonal run. What began as a statement of continued availability became a unified brand world for both variants—Chocolate and Original—anchored in presence, confidence, and assured identity.
This is how Mackeson’s boldness became memory.
CAMPAIGN OVERVIEW
- Client: Carib Brewery Limited
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Brand: Mackeson Chocolate + Mackeson Original
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Market: Trinidad & Tobago (Ages 21–45)
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Platforms: Meta (Instagram + Facebook)
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Campaign Duration: 4+ months
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Primary Objective: Reinforce Mackeson’s brand presence and support extended availability of Mackeson Chocolate
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Hero Metric: Engagement Rate
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Baseline: Caribbean Beverage Benchmark (1.6% – 3.2%)
The campaign was executed in phases to match consumer awareness cycles:
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Phase 1 — “Still Chocolate.” A quiet announcement: Chocolate is still here.
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Phase 2 — “Always Bold. Always Chocolate.” Message expansion and identity reinforcement.
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Phase 3 — “Always Smooth. Always the King.” Integration of Mackeson Original to complete the brand architecture.
THE CHALLENGE
Mackeson Chocolate has never had a demand problem.
It sells out every year—often by December—even among Guinness loyalists.
This year was different.
Carib Brewery made a strategic decision:
expand production and extend availability well past its typical seasonal window.
Consumers needed to understand:
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Chocolate wasn’t disappearing this time
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It was available long into the new year
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It remained premium, not “flooded” or discounted
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Original still held its role as the King within the portfolio
The message had to communicate continuity, not hype.
Prestige, not promotion.
“Still Chocolate” became the opening statement.
A reminder, not a shout.
AGENCY ROLE
Small Potato led:
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Cultural positioning
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Messaging architecture
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Creative direction
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On-image copy strategy
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Campaign rollout sequencing
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Brand identity alignment across both variants
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Performance optimization based on live campaign signals
The goal was to sharpen identity—not rebuild it.
To hold Mackeson at the center of the stout conversation with quiet authority.
STRATEGIC INSIGHT
Rather than attempting to “re-announce” a beloved product, we leaned into the tone of assuredness:
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No performance
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No character gimmicks
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No hype cycles
Just presence, delivered consistently.
This allowed Chocolate to remain bold while Original continued to embody timeless assurance.
Two variants.
One identity.
MESSAGING STRATEGY & CULTURAL POSITIONING
Creative Tone
In Trinidad, boldness is not loud.
Boldness is presence.
It’s the confidence of showing up already sure of yourself.
This guided our approach:
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Quiet, assured tone
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Clean declarative statements
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High-memory repetition of core phrases
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No overtalking
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No slogan stacking
Variant Roles & Core Messaging
Mackeson Dark Chocolate
Brand Role: Bold Expression
Mackeson Original
Brand Role: King standard
CAMPAIGN CREATIVE DIRECTION
The Bold Expression
Mackeson Chocolate doesn’t shout.
It arrives.
Boldness isn’t performance.
It’s presence.
This is the moment you show up,
already sure of yourself.
Still here.
Still bold.
Still Chocolate.
The King Standard
Mackeson Original was not replaced.
It remained the center.
Where Chocolate expresses boldness,
Original holds assurance.
The presence that does not need to speak.
The standard that does not move.
Always Smooth. Always the King.
No clutter.
No slogans layered over slogans.
Just presence, expressed visually and tonally.
This is message discipline — repeated with intent until it becomes brand identity.
Results (Hero Metric: Engagement Rate)
Engagement Rate Outperformed Category Standards
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Caribbean Category Benchmark: 1.6% – 3.2%
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Campaign Engagement Rate: 7.34% → More than 2× stronger than the category norm
Additional Performance Outcomes
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Reach: 577,147
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Impressions: 1,708,455
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Total Engagements: 125,380
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Cost Per Engagement (CPE): $0.02
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Cost Per Thousand Impressions (CPM): $1.17
Impact Signals
- Message retention: campaign language repeated organically
- Identity alignment: audience saw themselves in the tone
- Lifestyle relevance: product became part of the moment, not an accessory
Performance Strengths
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Sustained reach over 4+ months with no awareness decay
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Cost efficiency at $0.02–$0.03 per engagement
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Organic comments mirrored campaign messaging → demonstrating memory imprint
Boldness became identity, not flavor.
CLIENT TESTIMONIAL
Brand Identity Reinforcement & Market Response
The campaign reframed how consumers experienced the portfolio:
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Mackeson Chocolate shifted from “limited treat” to always-available boldness
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The brand became associated with confidence, not novelty
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Competitors remained loud
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Mackeson remained present
The brand held its center.
That’s power.
What This Means for Caribbean Brand Marketing
- Message consistency outperforms message volume
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Cultural nuance is a strategic advantage
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Quiet confidence is more memorable than hype
Ready to shape your brand’s next chapter?
Work with Small Potato, a digital marketing agency in Trinidad & Tobago.
Book a strategy session.
