Post on 15-Jan-2015
description
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may 12, 2009
Bulleit Bourbon
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create lasting experiences between you & your consumermake your brand a memorable one
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today’s agenda
- category analysis- strategic framework- the big idea- integrated media & creative
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the assignment
- drive awareness and trial of Bulleit Bourbon- incremental case growth of 23,000- convert 310,000 consumers to “adopter”- bring the world of the distinguished outlaw to life
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the situation
- overall category is !at- premium whiskey up 19%- Bulleit is up 60%!
source: tns stradegy 2009
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challenges become opportunities
david and goliathcategory clutterselective distributioneconomic pressure
Bulleit can rede"ne bourbon andwhat it means to be a bourbon drinker
become a challengertake unique POVleverage exclusivityspirits are high
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competitive overview
the category
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competitive market share
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conformist outlaw
premium
common
competitive landscape
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competitive creative
“american standard”
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consumers agree
- “there’s nothing special about it”- “it de"nitely has an old-fashioned vibe to it”- “pretty much the same as all the others”- “i can’t tell the di#erence between this and Maker’s”
Source: Agency Conducted Research
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conformist outlaw
premium
common
competitive landscape
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mass
“americanstandard”
“changeagent”
special
our competitive vision
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Bulleit is beyond your average bourbon
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the big idea
strategic framework
producttargetculture
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product
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bolder and spicier
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palette preferences
bourbon a bourbon b
opinionated personalities prefer boldness
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you’ll either appreciate us or you won’t
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target
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the anti-target
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they !t in, but never blend in
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the distinguished outlaw
208 - consider myself to be an in!uential person/friends oftenlook to me for advice
205 - obtain news/current events from the internet
205 - spend a lot time at bars/lounges
186 - consider myself a connoisseur of liquors/spirits
175 - seeks out opportunities to try new things
169 - interested in emerging media
162 - often visit/write on blogs and download podcasts
gatekeepers consumers
key niche opinion leaders leaders of their pack
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it’s in their DNA to be di#erent
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not everybody is born with it
distinguished outlaw
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you’ve either got it or you don’t
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culture
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what we’re tapping into
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walk with me
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why is this signi"cant?
home sweet home
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you’re either in or you’re out
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strategic summary
product truthtarget truthcultural truth
Bulleit is the opinionated bourbon for deserving individuals
you’ll either appreciate us or you won’t you’ve either got it or you don’t you’re either in or you’re out
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the big idea
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few are Bulleit-worthyBulleit Bourbon
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integrated media & creative
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our pov: word of whisper® communications
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3 key markets25% of western residents are bourbon drinkers
43% of the western population regularly drink hard liquor/spirits drinkers
78% consider themselves heavy consumers of media
200205220consumption ofspirits is heavy(index)
265M390M2.8MM
# of bourbon/whiskey drinkerswithin targetparameters
seattlesan franciscoportland
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bourbon/whiskey drinkers3.5MM
people with similar mindset1.9MM
distinguished outlaws1.3MM
the size of the Bulleit-worthy opportunity
3.2MMpotential conversions
Source: IMS MRI Study
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campaign rollout
generate curiosity induce trialengagement
launch sustaining activitypre-launch
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3 creative platforms
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platform 1
followers
we live in a world of sheepyet the distinguished outlaw follows no manhe thrives on his separation from the !ockBulleit exists to help him break away
guerilla
on-premise/viral
guerilla
pr
gatekeeper-oriented publications
ooh
guerilla/mobile
online
online media
pop
campaign summary
positions Bulleit outside yet superior to the rest of the bourbon category.Bulleit is seen as the independently-minded bourbon.this is the campaign that sets Bulleit apart from the pack.
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platform 2
natural selection
”in the struggle for survival, the "ttest win out at the expense oftheir rivals because they succeed in adapting themselves best totheir environment"
- Charles Darwin
Bulleit is a more evolved bourbon for a more evolved man
pr
social media
mobile
online
on-premise
on-premise
sponsorship
events
“survival of the "ttest” parties
campaign summary
inspired by target insight de"ning the distinguished outlaw as fundamentally, evengenetically, di#erent from others around him.looks entirely di#erent than any bourbon/alcohol advertising - highlydi#erentiating aesthetic.while your competitors are stuck in the past, we can position Bulleit in the presentand push it into the future.
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platform 3
Augustus
a unique and distinctive recipe.a mysterious and fragmented story.
what if all the pieces came back together?Tom has resurrected the recipe;now it’s time to "nd the man.
the journal
pr
on-premise
on-premise
microsite/social media
events/promotions
online banners
ooh
ooh
campaign summary
utilizes mystique surrounding Augustus Bulleit - his story, his disappearance.creates insider community.for those outside community, we create curiosity and desire to be part.
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Q3’09 – Q4’10 media plan
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campaign goals and metrics
campaign e#ectiveness:- site tra$c- measurable PR brand mentions (magazines, television, digital)- sales increase within the campaign period- distribution increase (availability in bars and liquor stores)
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expected outcome
3.2MM potential conversionwithin 3 key markets
distinguished outlaw(gatekeeper/consumer)
targeting strategy +
$1MM75K Bulleit consumer conversions5K incremental case sales growth
3+ reach of 5%
$1.5MM200K Bulleit consumer conversions10K incremental case sales growth
3+ reach of 15%
$2MM310K Bulleit consumer conversions23K incremental case sales growth
3+ reach of 25%
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few are Bulleit-worthyBulleit Bourbon
but we are, and we’d love a shot.
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q&a
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appendix
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it’s time to graduate
viral
viral
The Mystery of Augustus Bulleit