Tipsie Box Launch Campaign
-
Upload
madeline-ford -
Category
Marketing
-
view
52 -
download
2
Transcript of Tipsie Box Launch Campaign
• tipsie is a new monthly alcohol
subscription option
• Prices range from $35-$125
monthly
• Offerings: themed boxes and
drinking accessories
• Strong emphasis on social
interaction
• Seek comfort
• At home bars are trending
• Want to co-create products with
brands on social media
• Personal goals > professional goals
• They don’t know what to do at home
• Emerging adulthood
1. "Alcoholic Beverages (at Home)." American Lifestyles 2014: Looking Forward - US - April 2014. Mintel Group Ltd, Apr. 2014. Web. 25 Feb. 2015.2. "Alcoholic Beverage Drinking Occasions - US - May 2014." At Home Drinking Locations. Mintel Group Ltd, May 2011. Web. 25 Feb. 2015.3. Arnett, Jeffrey Jensen. "Emerging Adulthood: What Is It, and What Is It Good For?" Child Development Perspectives 1.2 (2007): 68-73. Child Development Perspective. Society for Research in
Child Development, 2007. Web. 25 Feb. 2015.4. Greco, Jim, and Danny Brager. "MILLENNIALS REDEFINE THE ALCOHOL BEVERAGE LANDSCAPE." Newswire. The Nielsen Company, 11 Jan. 2011. Web. 25 Feb. 2015.5. Schawbel, Dan. "10 New Findings About The Millennial Consumer." Forbes. Forbes Magazine, 20 Jan. 2015. Web. 25 Feb. 2015.
[1]
[2]
[3]
[4]
[5]
• Average income: $52,000
• Stability
• Adult responsibilities
• Relationship status
• Comfort & confidence
• Priorities
They have reached the end of the stage
of wanting to go out to bars.
They are returning back to the home,
not because they have to,
but because they seek comfort while
avoiding the chaos of bars.
Savvy Sippers are not accustomed to
entertaining at home, since the days of
throwing house parties when their parents
were gone for the weekend.
They are unaware of how to create fun,
exciting cocktail parties.
Transcript [1] : I see your listening to Iron Maiden,
you sweet, sensitive little devil. I bet you have a
drink in your hand…or at least you wish you did.
Click the banner to see what we listen to, while
headbanging softly at home.
Transcript [2] : Feeling throwback Thursday? So are
we. And we made a playlist, just for you. You’ll like
the way we work it. No Diggity.
• #tipsietime
• Users share their
experience
• Followers have access to
tipsie content
• Promotional material and
new product info
• Consumer involvement
effort
• Using #mytipsie, users
interact with our brand
• Every quarter, one winner
is selected
• Influence new themed
boxes
• 20,000 subscriptions in the first
2 months
• Gain social media followers
• Generate earned media
• Earn the trust of our audience
• Millennials’ place in the life cycle in
conducive to home entertainment
• tipsie can show them how to achieve this
without compromise
• Inherent benefit: the Most Exclusive Bar
in Town