Bulleit Bourbon
may 12, 2009




hippocampus
create lasting experiences between you & your consumer
make your brand a memorable one




hippocampus
today’s agenda

  -   category analysis
  -   strategic framework
  -   the big idea
  -   integrated media & creative



...
the assignment

 -   drive awareness and trial of Bulleit Bourbon
 -   incremental case growth of 23,000
 -   convert 310,...
the situation

 -   overall category is at
 -   premium whiskey up 19%
 -   Bulleit is up 60%!




                       ...
challenges become opportunities

   david and goliath                  become a challenger
   category clutter            ...
the category
competitive overview




hippocampus
competitive market share




hippocampus
competitive landscape
                      premium




conformist                            outlaw




                 ...
competitive creative




              “american standard”



hippocampus
consumers agree

 -   “there’s nothing special about it”
 -   “it de nitely has an old-fashioned vibe to it”
 -   “pretty ...
competitive landscape
                      premium




conformist                            outlaw




                 ...
our competitive vision
                       special




“american                              “change
standard”        ...
Bulleit is beyond your average bourbon




hippocampus
strategic framework

 product
 target                             the big idea
 culture




hippocampus
product




hippocampus
bolder and spicier




hippocampus
palette preferences




           bourbon a                    bourbon b



        opinionated personalities prefer bold...
you’ll either appreciate us or you won’t




hippocampus
target




hippocampus
the anti-target




hippocampus
they t in, but never blend in




hippocampus
the distinguished outlaw

                      gatekeepers                                           consumers

         ...
it’s in their DNA to be di erent




hippocampus
not everybody is born with it




                             distinguished outlaw




hippocampus
you’ve either got it or you don’t




hippocampus
culture




hippocampus
what we’re tapping into




hippocampus
walk with me




hippocampus
hippocampus
hippocampus
hippocampus
hippocampus
hippocampus
hippocampus
hippocampus
why is this signi cant?



                home sweet home




hippocampus
you’re either in or you’re out




hippocampus
strategic summary

 product truth             you’ll either appreciate us or you won’t
 target truth                      ...
the big idea




hippocampus
Bulleit Bourbon
few are Bulleit-worthy




hippocampus
integrated media & creative




hippocampus
our pov: word of whisper® communications




hippocampus
3 key markets
    25% of western residents are bourbon drinkers
    43% of the western population regularly drink hard liq...
the size of the Bulleit-worthy opportunity



                           3.2MM
                             1.3MM
        ...
campaign rollout


   pre-launch               launch       sustaining activity


 generate curiosity        engagement   ...
3 creative platforms




hippocampus
platform 1




hippocampus
followers

we live in a world of sheep
yet the distinguished outlaw follows no man
he thrives on his separation from the o...
guerilla
on-premise/viral
guerilla
pr
print
print
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 indep...
platform 2




hippocampus
natural selection

”in the struggle for survival, the ttest win out at the expense of
their rivals because they succeed in...
pr
social media
print
print
print
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, even
genetically, di erent...
platform 3




hippocampus
Augustus

a unique and distinctive recipe.
a mysterious and fragmented story.

what if all the pieces came back together?
...
the journal
pr
on-premise
on-premise
microsite/social media
events/promotions
online banners
print
ooh
ooh
campaign summary

utilizes mystique surrounding Augustus Bulleit - his story, his disappearance.
creates insider community...
Q3’09 – Q4’10 media plan




hippocampus
campaign goals and metrics
 campaign e ectiveness:
 - site tra c
 - measurable PR brand mentions (magazines, television, d...
expected outcome
                                                                     distinguished outlaw
    3.2MM poten...
Bulleit Bourbon
few are Bulleit-worthy
but we are, and we’d love a shot.


hippocampus
q&a




hippocampus
appendix




hippocampus
it’s time to graduate




hippocampus
viral
viral


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

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I was a participant of the 2009 4As Institute of Advanced Advertising Studies. Essentially, the program takes young people in NY in advertising (with experience of 2-3 years or less), breaks them up into teams (mini agencies), and then have them battle it out against the other agencies in a new business pitch scenario. It's a mock process, but involving a real client--this year's client was Bulleit Bourbon. Teams are required to come up with the strategy, creative executions, media plan, etc. This was a great experience. My team (Hippocampus) was chosen by the client as well as a panel of judges to be the winner. This was our final deck. Happy to explain/clarify anything. Also would appreciate feedback if you have any. Thanks!

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

  1. 1. Bulleit Bourbon may 12, 2009 hippocampus
  2. 2. create lasting experiences between you & your consumer make your brand a memorable one hippocampus
  3. 3. today’s agenda - category analysis - strategic framework - the big idea - integrated media & creative hippocampus
  4. 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. 5. the situation - overall category is at - premium whiskey up 19% - Bulleit is up 60%! source: tns stradegy 2009 hippocampus
  6. 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. 7. the category competitive overview hippocampus
  8. 8. competitive market share hippocampus
  9. 9. competitive landscape premium conformist outlaw common hippocampus
  10. 10. competitive creative “american standard” hippocampus
  11. 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. 12. competitive landscape premium conformist outlaw common hippocampus
  13. 13. our competitive vision special “american “change standard” agent” mass hippocampus
  14. 14. Bulleit is beyond your average bourbon hippocampus
  15. 15. strategic framework product target the big idea culture hippocampus
  16. 16. product hippocampus
  17. 17. bolder and spicier hippocampus
  18. 18. palette preferences bourbon a bourbon b opinionated personalities prefer boldness hippocampus
  19. 19. you’ll either appreciate us or you won’t hippocampus
  20. 20. target hippocampus
  21. 21. the anti-target hippocampus
  22. 22. they t in, but never blend in hippocampus
  23. 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. 24. it’s in their DNA to be di erent hippocampus
  25. 25. not everybody is born with it distinguished outlaw hippocampus
  26. 26. you’ve either got it or you don’t hippocampus
  27. 27. culture hippocampus
  28. 28. what we’re tapping into hippocampus
  29. 29. walk with me hippocampus
  30. 30. hippocampus
  31. 31. hippocampus
  32. 32. hippocampus
  33. 33. hippocampus
  34. 34. hippocampus
  35. 35. hippocampus
  36. 36. hippocampus
  37. 37. why is this signi cant? home sweet home hippocampus
  38. 38. you’re either in or you’re out hippocampus
  39. 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. 40. the big idea hippocampus
  41. 41. Bulleit Bourbon few are Bulleit-worthy hippocampus
  42. 42. integrated media & creative hippocampus
  43. 43. our pov: word of whisper® communications hippocampus
  44. 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. 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. 46. campaign rollout pre-launch launch sustaining activity generate curiosity engagement induce trial hippocampus
  47. 47. 3 creative platforms hippocampus
  48. 48. platform 1 hippocampus
  49. 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. 50. guerilla
  51. 51. on-premise/viral
  52. 52. guerilla
  53. 53. pr
  54. 54. print
  55. 55. print gatekeeper-oriented publications
  56. 56. ooh
  57. 57. guerilla/mobile
  58. 58. online
  59. 59. online media
  60. 60. pop
  61. 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. 62. platform 2 hippocampus
  63. 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. 64. pr
  65. 65. social media
  66. 66. print
  67. 67. print
  68. 68. print
  69. 69. mobile
  70. 70. online
  71. 71. on-premise
  72. 72. on-premise
  73. 73. sponsorship
  74. 74. events “survival of the ttest” parties
  75. 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. 76. platform 3 hippocampus
  77. 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. 78. the journal
  79. 79. pr
  80. 80. on-premise
  81. 81. on-premise
  82. 82. microsite/social media
  83. 83. events/promotions
  84. 84. online banners
  85. 85. print
  86. 86. ooh
  87. 87. ooh
  88. 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. 89. Q3’09 – Q4’10 media plan hippocampus
  90. 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. 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. 92. Bulleit Bourbon few are Bulleit-worthy but we are, and we’d love a shot. hippocampus
  93. 93. q&a hippocampus
  94. 94. appendix hippocampus
  95. 95. it’s time to graduate hippocampus
  96. 96. viral
  97. 97. viral The Mystery of Augustus Bulleit

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