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MELISSA NICKELL PLANNING+STRATEGY


Instructor ROGER MULLER & MEGAN ENRIGHT Class CAMPAIGN Summer 2011 Planner MELISSA NICKELL Art Director N/A Copywriter N/A


PERONI

NASTRO AZZURRO

QUICK COMPARISON THE TEN TRUTHS BRAND ADJECTIVES/VALUES TARGET PROFILE DEAR TARGET THE BRIEF


THINKING.HARDER. //Quick

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Comparison

PERONI NASTRO AZZURRO

COORS LIGHT

MGD 64

BLUE MOON BELGIAN WHITE

BUD LIGHT

KEYSTONE LIGHT

PABST BLUE RIBBON

SAM ADAMS LIGHT

SABMiller 5.1% alcohol by volume 150 calories 11.4g carbs Coors Brewing Company 4.2% alcohol by volume 102 calories 5.3g carbs SABMiller 2.8% alcohol by volume 64 calories 2.4g carbs Coors Brewing Company 5.4% alcohol by volume 171 calories 13.7g carbs Anheuser Busch 4.2% alcohol by volume 110 calories 6.6g carbs Coors Brewing Company 4.13% alcohol by volume 103 calories 5g carbs Pabst 4.65% alcohol by volume 144 calories 12.01g carbs Boston Beer Company 4.05% alcohol by volume 124 calories 9.7g carbs

Not readily available. For those that want an indistinguishable flavor with a little class.

Drunk casually by men who are low maintenance and want to look like they don’t care.

For casual social drinkers who are more concerned with calories than taste.

The pretty label and packaging give this chain restaurant/bar fave some perceived higher value.

The last choice beer. Low quality crap. Found at BBQs and potlucks.

Chugged by under-aged drinkers playing Wizard Sticks

Hipsters and college students. The uncool, cool beer.

Average Joe beer. Good choice for unadventurous drinkers since it is widely available.

-How does what you’re drinking affect people’s perceptions of you?


THINKING.HARDER. //The

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Ten Truths

Beer Is... I. Manly

II. Social

III. Burp

IV. High in calories

V. Bitter

VI. For Sports/Barbeque

VII. Many options

VIII. Casual

IX. Cold

X

.

Refreshing

-This is what we’ve been sold, what ideas can we sell now? -sexy -stylish -elite -women


THINKING.HARDER. //Brand

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Adjectives/Brand Values

-This is what peroni stands for, how can we incorporate these values into the creative

Italian Light Fashion Taste Refreshing Style Cold Crisp Corona Water Indistinctive Imported Green Premium Alcohol Crisp Drinkable Grand Prix Quality Weak Boring Day

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Italian Refreshing & Light Style


THINKING.HARDER. //Target

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Profile

AT A GLANCE Women Age 21-29 Image conscious and early adapter. IN DEPTH The target sees herself as a stylish and ahead of the curve when it comes to new trends. She seeks out inspiration and is influences by the media and celebrity style. She is hyper conscious of how others perceive her and keeps her guard up so very few people get to know who she really is. She has a core group of friends but keeps a few friends on the side to indulge her variety of interests. She is casually dating, as relationships never seem to end well for this social butterfly. Nights in the bar are spent doing Jager Bombs, mojitos, and passing judgment on the other ladies in the bar with silent stare downs. At more casual, friendly gatherings she is drinking a beer as opposed to a higher maintenance mixed drink or cocktail. INSIGHTS She is drinking as a social activity and chooses beer as a low maintenance option while hanging out with friends.

-She wants to be easy going and low maintenance but she is more high strung and self-conscious


THINKING.HARDER. //Dear

TOOL

Target

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THE CREATIVE BRIEF STILL

T H I N K I NG

AT A GLANCE Peroni Nastro Azzurro is a premium, Italian pale lager. Globally, it is the most recognized and consumed Italian beer. Nastro Azzurro means “Blue Ribbon.” Very light, indistinct taste (think: watered down Corona)

THE BEER YOU

TO BE WITH.

TARGET Women Age 21-29 Image conscious Early adapters

STRATEGIC IDEA

HOW WILL WE GET THE MESSAGE OUT? Unconventionally. Create ads that give our target an experience worthy of sharing. Avoid traditional media. Make up a rumor about the brand that would make people want to drink it.

INSIGHT They don’t really like the taste of beer but are drinking it in a social setting because beer is easier to drink than mixed drinks which require more ingredients and prep work.

WHAT ELSE IS THERE TO KNOW THAT SUPPORTS THIS MESSAGE? The indistinct flavor makes it easy to drink all night without getting tired of the taste. The brand embodies and promotes all aspects of Italian culture, including other Italian brands.

CHECK YOUR WORK How do we get women to drink Peroni over other light beers?


LET’S TALK melissa.nickell a t g m a i l . c o m

707.616.8790


Peroni Nastro Azzurro