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SVEDKA VODKA Elijah Clark-Ginsberg, Dana Cornelius, Hilary Kee, William McHugh

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THE AUDIENCE

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Where Young Adults Drink

19% 3% 47%

30%

Home Nightclub/Bar Restaurant Friend’s Home

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Why Young Adults Drink For relaxation As a pick-me-up As a refreshment I like the taste To get drunk To socialize with friends To socialize with family To socialize with coworkers Because it’s easy to mix Because that’s what you do 0%

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10%

20%

30%

40%

50%

60%

70%


30% will not drink cheap brands around friends

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42% think only premium brands make cocktails taste right

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64% say price is important to them when choosing a brand

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64% say quality is important to them when choosing a brand

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Young adults drink to socialize with friends.

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They want premium quality.

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But they also want an affordable price.

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THE BRAND

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•Premium taste and quality •Bargain-basement price •Bottom-shelf brand perception

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Positioning Map Top Shelf Belvedere Grey Goose Ketel One Absolut

Stoli

Skyy

High Price

Low Price

Finlandia

Smirnoff

Svedka

Popov

Bottom Shelf

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Svedka should have the premium position it deserves.

Friday, December 9, 11


Positioning Map Top Shelf Belvedere Grey Goose Ketel One Absolut

Stoli

Skyy

High Price

Low Price

Finlandia

Smirnoff

Svedka

Popov

Bottom Shelf

Friday, December 9, 11


Positioning Map Top Shelf Belvedere Grey Goose Ketel One Absolut Svedka

Stoli

Skyy

High Price

Low Price

Finlandia

Smirnoff

Popov

Bottom Shelf

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OBJECTIVES

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PREMIUM BRAND POSITIONING Premium positioning will appeal to more affluent and image-conscious buyers while low price will continue to appeal to budget-conscious consumers.

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NOT JUST FOR COLLEGE KIDS ANYMORE If Svedka just courts college kids through low prices and a “go hard” mentality, they’ll lose customers who have graduated and outgrown the brand. More sophisticated positioning will retain college students as they become young professionals and beyond.

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BECOME A NIGHTLIFE STAPLE Premium brands like Absolut and Grey Goose enjoy huge on-premise popularity. With more top-shelf positioning, Svedka can too. Absolut sales are declining and Svedka is well-positioned to steal Absolut’s share of the nightlife market.

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20%

increase in market share

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CREATIVE

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New Packaging

SIMPLE AND UNCLUTTERED 68% of young adults want packaging that is simple and uncluttered, so we removed unnecessary design elements

SHOT GLASS AND GAUGE 62% of young adults consume spirits as shots. A lid that doubles as a shot glass, as well as a shot gauge engraved down the side of the bottle, are a fun way to engage with this behavior.

“PREMIUM SWEDISH VODKA” 32% of young adults look for words like “premium” on packaging, yet it’s notably absent from the current bottle.

SLEEK DESIGN Rather than looking like a bulky two liter soda bottle, the new packaging is sleek, elegant, and sophisticated.

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THE CAMPAIGN Simple, seasonally-appropriate, integrated with everyday life.

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Good enough for Beacon Hill. Cheap enough for Allston.

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Good enough for the penthouse. Cheap enough for the basement.

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Good enough for Club Med. Cheap enough for a hostel.

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Taxi Topper

For the smaller space of a taxi topper, a minimal ad variant mirrors the sleek look of the new packaging.

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Print/OOH/Web

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Print/OOH/Web

This example demonstrates the feel of a holidaycentered ad, but not its actually content.

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TV Spot

MUSIC: Sleazy party music

SFX: Ding Friday, December 9, 11


TV Spot

MUSIC: Classy party music

VO: “Svedka. Good enough for the penthouse. Cheap enough for the basement.” Friday, December 9, 11


MEDIA

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Placement

•Boston as a test market •Very limited national print media •Nine month campaign •No major deviations from current media mix

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BOSTON

x9


Print

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Cable TV

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Out of Home/Transit •MBTA Green Line •MBTA buses •Taxis •City information panels

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Online

•Sites of print/TV media outlets •Skyscrapers and video pre-roll •Geotargeted

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Media Budget Campaign Total: $4,204,620

Online (local) $826,200

Print (national) $1,589,670

OOH (local) $1,080,000 Cable TV (local) $1,080,000

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Svedka presentation