School project for our Advertising class at Hult International Business School (San Francisco)

1. Lepor
Ana Paulina Lopez
Charlotte Burud
Janus Skovby Andersen
Marinnah Dias
Rabih Morra

2. Charlotte Marinnah Janus Rabih Ana Paulina

3. Main Challenge
Change the perception of wine
drinking

4. Lepor
• Name: Latin for elegance,
charm, wit, captivation,
enchantment, fascination
• New product line: Sparkling
Wine
• White & Rosé
• New bottle and label design
• Two different sizes: 750ml &
330ml

5. Objective
To position Round Pond’s new sparkling
wine Lepor as the trendy alternative to
the classic nightlife drinks in the LGBTQ
community.

6. LGBTQ
• Population in the US 14 – 16 million
• 71% remain loyal to brands that support the LGBTQ community
• 47% consider purchasing brands with advertising clearly tailored to
the LGBTQ community
• Drinks 16% more than straight people

7. Target Audience
• LGBTQ community
• Located in the US
• SF, LA, NY, Miami and
Washington
• Age 26-33
• Trendsetters
• Upper-middle and upper class
• Single and dating
• Works in mid and upper-tier
companies

8. Andrew & Carla
• 28 years-old
• Software
developer in San
Francisco
• Single and
enjoys wine with
any occasions
• 31 years-old
• PR consultant in
New York
• Single and
cocktails when
clubbing

9. Competitors
Purple Hand Beer Manhattan Egalite Sparkling Wine Rosé Cosmo

10. Lepor
Value Proposition
Lepor is the drink for sophisticated
individuals who challenge the
status quo and want to transcend
the nightlife experience.

11. Tagline
Transcend your moments
Transcend your life
Lepor

12. Matt Bomer
• Gay
• Applies to target audience
• Actor
• Advocating for the LGBTQ
community

13. Magazines

16. AD 3

17. Out of home

18. Out of home

19. TV

21. Digital & Social Media
Facebook Twitter

22. Digital & Social Media

23. Digital & Social Media

24. Digital & Social Media

25. Digital & Social Media

26. Digital & Social Media

27. Digital & Social Media

28. Website

29. Promotion
1. Social media contest
#MeetMatt
2. Win wedding reception on
the Round Pond Estate

30. Promotion

31. Events
Sponsored

32. Events
Brand
• Launch party
Round Pond Estate
April 11th
• Christmas party
New York
December 18th

33. CSR
• Marriage equality
• Donating 2% of revenue
• Fundraising party

34. Recap
• Change the perception of wine
drinking
• Illustrates class, charm,
elegance, captivation,
enchantment, nightlife, playful

36. James Bond
• “What makes you think this is
my first time?” – Skyfall
• Matt Bomer as new
James Bond
• James Bond is gay
• Drinks Lepor
• Introduce Bond Guy

37. Timeline

38. Q&A

39. Budget
OUT OF HOME $1 944 000,00
DIGITAL MARKETING $111 000,00
IN HOUSE $3 197 500,00
TV $14 200 000,00
SOCIAL MEDIA $8 000 000,00
SPOSERED EVENTS $90 000,00
BRAND EVENTS $10 000 000,00
PROMOTION COST
MATT BOMER $2 000 000,00
UBER DRIVE $200 000,00
SOCIAL MEDIA CONTEST $100 000,00
JAMES BOND BRAND $60 000 000,00
TOTAL $99 842 500,00

40. Budget
MEDIA COST EVENT COST PROMOTION COST
OUT OF HOME # IMPRESSIONS $ IMPRESSIONS TOTAL $ SPONSERD EVENTS TOTAL $ ACTION $
BILBOARD (72 bilboards X 6 months) 432 $3 000,00 $1 296 000,00 SF WINE $10 000,00 MATT BOMER $2 000 000,00
POSTER (72 posters X 6 months) 432 $1 500,00 $648 000,00 D.C. NOH8 $10 000,00 UBER DRIVE $200 000,00
TOTAL OUT OF HOME $1 944 000,00 WHITE PARTY $10 000,00 SOCIAL MEDIA CONTEST $100 000,00
DIGITAL MARKETING # IMPRESSIONS $ IMPRESSIONS (6 months) TOTAL $ MIAMI PRIDE $10 000,00 JAMES BOND BRAND $60 000 000,00
ROUND POUND PAGE CREATION AND MAINTANCE $15 000,00 SF PRIDE $10 000,00 TOTAL P. COST $62 300 000,00
ESQUIRE PAGE 4 $6 000,00 $24 000,00 L.A. PRIDE $10 000,00
VOGUE MEN PAGE 4 $6 000,00 $24 000,00 NEW YORK PRIDE $10 000,00
GQ PAGE 4 $6 000,00 $24 000,00 WASHITON PRIDE $10 000,00
OUT PAGE 4 $6 000,00 $24 000,00 FOLSOM FESTIVAL $10 000,00
TOTAL DIGITAL MARKETING $111 000,00 TOTAL SPOSERED EVENTS $90 000,00
IN HOUSE # IMPRESSIONS $ IMPRESSIONS TOTAL $ BRAND EVENTS
VOGUE MEN 6 $160,000.00 - 300,000.00 $1 060 000,00 LAUNCH EVENT $5 000 000,00
OUT 8 $65,000.00 - 130,000.00 $650 000,00 CHRISTMAS PARTY $5 000 000,00
ESQUIRE 8 $80,000.00 - $150,000.00 $760 000,00 TOTAL BRAND EVENTS $10 000 000,00
GQ 8 $82,500.00 - $160,000.00 $727 500,00 TOTAL COST IN EVENTS $10 090 000,00
TOTAL IN HOUSE $3 197 500,00
TV (150k - 200k) # IMPRESSIONS $ IMPRESSIONS TOTAL $
SCANDAL 17 $200 000,00 $3 400 000,00
HOW TO GET AWAY WITH MURDER 10 $200 000,00 $2 000 000,00
X-FACTOR 18 $200 000,00 $3 600 000,00
KEEPING UP WITH THE K 18 $200 000,00 $3 600 000,00
LOOKING 8 $200 000,00 $1 600 000,00
TOTAL TV $14 200 000,00
SOCIAL MEDIA #CLICKS $ CPC TOTAL $
FACEBOOK 2000000 $1,00 $2 000 000,00
TWITTER 1481481,481 $1,35 $2 000 000,00
YOUTUBE 10000000 $0,20 $2 000 000,00
GRINDER 8000000 $0,25 $2 000 000,00
TOTAL $99 842 500,00TOTAL SOCIAL MEDIA $8 000 000,00
TOTAL COST IN MEDIA $27 452 500,00

42. Facts
• A new national survey found that 74% of the LGBT adults are likely to consider brands that
support nonprofits and/or causes that are important to them as a LGBT person. (A Nielsen
Company, 2011)
• LGBTQ community earn more, save more, have less debt and are better prepared for
retirement than straight people. (CNN)
• Yahoo survey of its users found 7.1% of adults over age 18 identified as LGLBT, totaling 18
million in the U.S.
• More than 50% of the LGBT community lives in big and medium cities
• Gay women also have children more often than gay men (roughly a third, compared to a
fifth for male couples), lowering their disposable incomes.
• 60% of the gay men are singe and only 38% of lesbians are single