1. - WordPress.com · 03 DECEMBER THEME: SIMPLICITY. 6. CONTENT SAMPLES. AUSTIN CITY LIMITS...
Transcript of 1. - WordPress.com · 03 DECEMBER THEME: SIMPLICITY. 6. CONTENT SAMPLES. AUSTIN CITY LIMITS...
1.PERSONAS
LUKE “REGULAR GUY” WILLIAMS
“I’m just a down-to-earth Southern guy who likes the simple things. Give me a beer or a stiff drink and some good country music, and I’m happy.” “My pet peeve is when people act snooty or pretentious.”
LUKE “REGULAR GUY” WILLIAMS
● Friends and family a big part of his life.● His idea of a fun night out is hitting the bars with his fraternity
brothers and co-workers. Hates clubs. ● Works a modest job and while it’s important to him to make a
good living, his job and career are not everything to him.● Likes country and rock music.● Huge football fan of the Tennessee Volunteers.● Enjoys hanging out with his dog Tucker, a black lab.
Favorite Brands:
2.BRAND ATTRIBUTES& VALUE PROP
BRAND ATTRIBUTES
Assets+ Texas’ oldest legal distillery + Old-fashioned pot stills
Offer“America’s Original Craft Vodka”
Approach+ Proudly made in Austin, TX + Independently owned distillery+ Vodka is distilled 6 times + Every batch is taste-tested
SkillsFounder, Tito Beveridge, is a self-taught distiller and entrepreneur
MissionMake the best vodka in the world and offer it at a great value.
Intangibles+ Inclusiveness + Belonging+ Simplicity
VALUE PROPOSITION
For the unpretentious vodka drinker, Tito’s Vodka is the only vodka company that makes the best tasting vodka for the masses, because we produce in Texas’ oldest legal distillery using old-fashioned pot stills, charge a reasonable price and our humble founder worked hard for years to fulfill his dream of creating a craft vodka that anyone and everyone could enjoy.
3.BRAND STORIES
BRAND STORIES
Paying over $300 for bottle service at a nightclub is so not your scene. Choose Tito’s, not just because it’s nicer to your wallet, but also because it was founded by an unpretentious, self-made entrepreneur in Austin Texas – the type of guy you’d want to have a drink with.
BENEFACTOR
Tito’s Vodka
GOAL
Humility
BENEFICIARY
Consumer
SUPPORT
+ Unpretentious founder who is a self-made entrepreneur+ Made in an independently
owned, Texas distillery+ Affordable price
HERO
Consumer
ADVERSARY
Prestige
4.CREATIVE BRIEF
CREATIVE BRIEF
Background
Raise awareness for the brand by driving traffic to the website, ultimately increasing sales.
Audience
+ Everyday, regular guy.+ Fun-loving, goofy+ Male, 21-30, single, no kids+ HHI of $55k
Insight
“I’m just a down-to-earth southern guy who likes simple things.”
Problem Statement
“I don’t want to pay hundreds of dollars for bottle service at a nightclub. I’d like to avoid coming off as pretentious.”
Promise
Tito’s Vodka makes the best tasting vodka that anyone and everyone can enjoy.
Proof Points
+ Texas’ oldest distillery+ Pot distillation+ Native Texan self-made founder+ Affordable
Call to ActionChoose Tito’s.
5.CONTENT CALENDAR
CONTENT CALENDAR
01 OCTOBERTHEME: PLAYFULNESS
02 NOVEMBERTHEME: TEXAS PRIDE
03 DECEMBERTHEME: SIMPLICITY
6.CONTENT SAMPLES
AUSTIN CITY LIMITS● Tito’s Airstream lounge - freebies, games, and
our signature Austin Sunrise cocktail● Instagram - Encourage people to stop by the
Tito’s Airstream lounge to hang out and win prizes
● Snapchat - geofilter will work only around the immediate vicinity of the airstream lounge○ Focus given to guests who are
engaging with our lounge activities such as playing lawn games, winning swag or trying our signature cocktail
○ Share your story with the Tito’s team for a chance to be featured on the company snapstory
TITO-ISMS SERIES● Quotes from our founder that
demonstrate our brand’s attitude and personality
● Each piece of the series can bring out a different attribute of the brand
● Regular series helps audiences more familiarity
● See more Tito-isms on our website www.titosvodka.com
SIMPLICITY AD
● Simple additions to compliment the vodka, not outshine it
● Rustic wooden background● Visit the brand’s website for
simple recipe ideas
December 1st, Outside Magazine
1.PERSONAS
CHRISTIAN H. RULER
“Status and success are extremely important to me. I like to work hard, and play harder.” “I enjoy reading books and articles on how to improve my performance in every aspect of life. I am continuously looking to advance.”
CHRISTIAN H. RULER
● Only child; not very close with his parents. ● He is an extrovert with many business acquaintances, but has few
close friends.● Loves to travel. ● Enjoys watching golf and tennis.● His favorite music is hip hop and electronic dance music (EDM).● His idea of a fun night out is attending a charity gala or a
work-sponsored event, then getting bottle service at the club with his friends.
● Works out at Equinox gym regularly, and is very concerned with his physical appearance.
Favorite Brands:
2.BRAND ATTRIBUTES& VALUE PROP
BRAND ATTRIBUTES
Assets+ Highest grade of wheat from Picardy+ Spring water from Cognac well+ Signature cork to seal bottle
Offer“World’s Best Tasting Vodka” a total of 7 unique flavors, each showcasing a different French ingredient.
Approach+ Imported from France + Continuous column distillation+ Single distillation+ More than 550 quality control checks
SkillsFrancois Thibault’s years of spirit-making expertise
MissionThe Essence of Perfection
Intangibles+ Curation + Delight+ Style+ Symbolism
VALUE PROPOSITION
For the sophisticated vodka drinker who strives for perfection and status, Grey Goose is the only vodka company that offers an unparalleled level of expertise and curation, because we use only the highest quality French ingredients and a continuous column distillation process, we offer 7 unique and sophisticated flavors, and our founder was a visionary cellar master who worked for years to achieve the highest level of skill as a master blender and distiller.
3.BRAND STORIES
BRAND STORIES
Stand out from the crowd with Grey Goose vodka. When you attend one of our exclusive event experiences, you will be transported to the French Riviera with lavish food, music and cocktails excellently prepared by skilled mixologists. Wherever you spot our frosted bottle and signature blue cork, you will know you’re in for an extraordinary experience.
BENEFACTOR
Grey Goose
GOAL
Glamour
BENEFICIARY
Consumer
SUPPORT
+ Range of exclusive experiences
+ Sophisticated frosted bottle with signature cork
+ French style and class
HERO
Consumer
ADVERSARY
Conformity
4.CREATIVE BRIEF
CREATIVE BRIEF
Background
Increase brand loyalty and maintain the brand’s position as the world’s best tasting vodka.
Audience
+ Sophisticated, cultured+ Male, 29-36, single, no kids+ HHI of $100k
Insight
“I constantly strive for success in all aspects of my life. It is important for me to be able to elevate my life and the lives of those around me.”
Problem Statement
“I don’t want to be ordinary. I won’t settle when I know I can have the best and achieve more.”
Promise
Drinking Grey Goose will show the world how special you really are.
Proof Points
+ Highest grade French wheat+ Exclusive French spring fed well+ Signature cork to preserve flavor+ Top-shelf price point
Call to ActionElevate your experience.
5.CONTENT CALENDAR
CONTENT CALENDAR
01 OCTOBER
THEME:
GLAMOUR
02 NOVEMBER
THEME:
EXCELLENCE
03 DECEMBER
THEME:
ELEVATE
6.CONTENT SAMPLES
Pursuit SeriesMulti-Channel
+ Promoted across all channels+ Bulk of content on website+ Close up imagery+ Pursuit of...
New Year’s Eve AdDecember 1st, GQ Magazine
+ Saturated Color+ Streamlined Design+ Showcase Bottle+ Intended to immerse the reader
Fly in StyleYoutube Video
+ Promoted across all channels+ Main video on Youtube channel+ Fly Beyond+ Stand out in a crowd
THANKS!
Any questions?