Where Young Adults Drink 19% 3% 47% 30% Home Nightclub/Bar Restaurant Friend’s Home
Why Young Adults Drink For relaxation As a pick-me-up As a refreshment I like the taste To get drunk To socialize with friends To socialize with familyTo socialize with coworkers Because it’s easy to mixBecause that’s what you do 0% 10% 20% 30% 40% 50% 60% 70%
PREMIUM BRAND POSITIONINGPremium positioning will appeal to moreaf uent and image-conscious buyerswhile low price will continue to appeal tobudget-conscious consumers.
NOT JUST FOR COLLEGE KIDS ANYMOREIf Svedka just courts college kids through lowprices and a “go hard” mentality, they’ll losecustomers who have graduated and outgrownthe brand. More sophisticated positioning willretain college students as they become youngprofessionals and beyond.
BECOME A NIGHTLIFE STAPLEPremium brands like Absolut and GreyGoose enjoy huge on-premise popularity.With more top-shelf positioning, Svedkacan too. Absolut sales are declining andSvedka is well-positioned to steal Absolut’sshare of the nightlife market.
New Packaging SIMPLE AND UNCLUTTERED SHOT GLASS AND GAUGE 62% of young adults consume spirits 68% of young adults want packaging as shots. A lid that doubles as a shot that is simple and uncluttered, so we glass, as well as a shot gauge engravedremoved unnecessary design elements down the side of the bottle, are a fun way to engage with this behavior. “PREMIUM SWEDISH VODKA” 32% of young adults look for words like “premium” on packaging, yet it’snotably absent from the current bottle. SLEEK DESIGN Rather than looking like a bulky two liter soda bottle, the new packaging is sleek, elegant, and sophisticated.
THE CAMPAIGNSimple, seasonally-appropriate, integrated with everyday life.
Good enough for Beacon Hill. Cheap enough for Allston.
Good enough for the penthouse.Cheap enough for the basement.
Good enough for Club Med.Cheap enough for a hostel.
Taxi TopperFor the smaller space of a taxi topper, a minimal ad variant mirrors the sleek look of the new packaging.