4As Institute of Advanced Advertising Studies--Winner, Hippocampus' New Biz Pitch for Bulleit Bourbon

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    4As Institute of Advanced Advertising Studies--Winner, Hippocampus' New Biz Pitch for Bulleit Bourbon - Presentation Transcript

    1. Bulleit Bourbon may 12, 2009 hippocampus
    2. create lasting experiences between you & your consumer make your brand a memorable one hippocampus
    3. today’s agenda - category analysis - strategic framework - the big idea - integrated media & creative hippocampus
    4. 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 hippocampus
    5. the situation - overall category is at - premium whiskey up 19% - Bulleit is up 60%! source: tns stradegy 2009 hippocampus
    6. challenges become opportunities david and goliath become a challenger category clutter take unique POV selective distribution leverage exclusivity economic pressure spirits are high Bulleit can rede ne bourbon and what it means to be a bourbon drinker hippocampus
    7. the category competitive overview hippocampus
    8. competitive market share hippocampus
    9. competitive landscape premium conformist outlaw common hippocampus
    10. competitive creative “american standard” hippocampus
    11. 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 hippocampus
    12. competitive landscape premium conformist outlaw common hippocampus
    13. our competitive vision special “american “change standard” agent” mass hippocampus
    14. Bulleit is beyond your average bourbon hippocampus
    15. strategic framework product target the big idea culture hippocampus
    16. product hippocampus
    17. bolder and spicier hippocampus
    18. palette preferences bourbon a bourbon b opinionated personalities prefer boldness hippocampus
    19. you’ll either appreciate us or you won’t hippocampus
    20. target hippocampus
    21. the anti-target hippocampus
    22. they t in, but never blend in hippocampus
    23. the distinguished outlaw gatekeepers consumers key niche opinion leaders leaders of their pack 208 - consider myself to be an in uential person/friends often 186 - consider myself a connoisseur of liquors/spirits look to me for advice 175 - seeks out opportunities to try new things 205 - obtain news/current events from the internet 169 - interested in emerging media 205 - spend a lot time at bars/lounges 162 - often visit/write on blogs and download podcasts hippocampus
    24. it’s in their DNA to be di erent hippocampus
    25. not everybody is born with it distinguished outlaw hippocampus
    26. you’ve either got it or you don’t hippocampus
    27. culture hippocampus
    28. what we’re tapping into hippocampus
    29. walk with me hippocampus
    30. hippocampus
    31. hippocampus
    32. hippocampus
    33. hippocampus
    34. hippocampus
    35. hippocampus
    36. hippocampus
    37. why is this signi cant? home sweet home hippocampus
    38. you’re either in or you’re out hippocampus
    39. strategic summary product truth you’ll either appreciate us or you won’t target truth you’ve either got it or you don’t cultural truth you’re either in or you’re out Bulleit is the opinionated bourbon for deserving individuals hippocampus
    40. the big idea hippocampus
    41. Bulleit Bourbon few are Bulleit-worthy hippocampus
    42. integrated media & creative hippocampus
    43. our pov: word of whisper® communications hippocampus
    44. 3 key markets 25% of western residents are bourbon drinkers 43% of the western population regularly drink hard liquor/spirits drinkers 78% consider themselves heavy consumers of media portland san francisco seattle # of bourbon/ whiskey drinkers 2.8MM 390M 265M within target parameters consumption of spirits is heavy 220 205 200 (index) hippocampus
    45. the size of the Bulleit-worthy opportunity 3.2MM 1.3MM distinguished outlaws potential conversions 1.9MM people with similar mindset 3.5MM bourbon/whiskey drinkers Source: IMS MRI Study hippocampus
    46. campaign rollout pre-launch launch sustaining activity generate curiosity engagement induce trial hippocampus
    47. 3 creative platforms hippocampus
    48. platform 1 hippocampus
    49. followers we live in a world of sheep yet the distinguished outlaw follows no man he thrives on his separation from the ock Bulleit exists to help him break away
    50. guerilla
    51. on-premise/viral
    52. guerilla
    53. pr
    54. print
    55. print gatekeeper-oriented publications
    56. ooh
    57. guerilla/mobile
    58. online
    59. online media
    60. pop
    61. 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.
    62. platform 2 hippocampus
    63. natural selection ”in the struggle for survival, the ttest win out at the expense of their rivals because they succeed in adapting themselves best to their environment" - Charles Darwin Bulleit is a more evolved bourbon for a more evolved man
    64. pr
    65. social media
    66. print
    67. print
    68. print
    69. mobile
    70. online
    71. on-premise
    72. on-premise
    73. sponsorship
    74. events “survival of the ttest” parties
    75. campaign summary inspired by target insight de ning the distinguished outlaw as fundamentally, even genetically, di erent from others around him. looks entirely di erent than any bourbon/alcohol advertising - highly di erentiating aesthetic. while your competitors are stuck in the past, we can position Bulleit in the present and push it into the future.
    76. platform 3 hippocampus
    77. 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.
    78. the journal
    79. pr
    80. on-premise
    81. on-premise
    82. microsite/social media
    83. events/promotions
    84. online banners
    85. print
    86. ooh
    87. ooh
    88. 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.
    89. Q3’09 – Q4’10 media plan hippocampus
    90. 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) hippocampus
    91. expected outcome distinguished outlaw 3.2MM potential conversion within 3 key markets + (gatekeeper/consumer) targeting strategy $1MM 75K Bulleit consumer conversions 5K incremental case sales growth 3+ reach of 5% $1.5MM 200K Bulleit consumer conversions 10K incremental case sales growth 3+ reach of 15% $2MM 310K Bulleit consumer conversions 23K incremental case sales growth 3+ reach of 25% hippocampus
    92. Bulleit Bourbon few are Bulleit-worthy but we are, and we’d love a shot. hippocampus
    93. q&a hippocampus
    94. appendix hippocampus
    95. it’s time to graduate hippocampus
    96. viral
    97. viral The Mystery of Augustus Bulleit
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