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Keynote Izarra, Sup de Pub Competition, Super Gazole Team

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The M1&M2 Advertising Competition took place in London on the Friday 30th November. 8 agency teams took part and were evaluated by two, three-member judging panels comprised of professionals from the ad industry. The Brief was to launch a French liqueur called IZARRA (of the Rémy Cointreau Group) on the UK market as a trendy cocktail. The task was very challenging as the brand, completely unknown in the UK market, had only recently been relaunched in the South West of France (the brand’s origin) after 13 years of absence.

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Keynote Izarra, Sup de Pub Competition, Super Gazole Team

  1. 1. izarra SUPER GAZOLEjeudi 29 novembre 12
  2. 2. jeudi 29 novembre 12
  3. 3. brief reminder «Launch the Brand on the European market using the UK as a jumpboard.» stage 1 Introduction to bars, cafés, hotels and restaurants for cocktail consumption. stage 2 Establish the brand in mainstream distribution channels and the trend of using Izarra spreads to home consumptionjeudi 29 novembre 12
  4. 4. izarra in few words *Originally a liqueur *Authentic brand *the will of making *Basque Territory cocktails and being trendy *Cointreau group 3 products character products plants / spicesjeudi 29 novembre 12
  5. 5. market research *alcohol market *In 2010, 17% of men and 10% of women (aged 16 and over) reported drinking an alcoholic drink on five or more days in the week. * The United Kingdom however, has seen an increase of 9% over these three decades *Cocktail market *A rise in cocktail consumption & demand for traditional & authentic brand. *The consumers tends to be more incline to pay for higher quality alcohol but in a lesser amount.jeudi 29 novembre 12
  6. 6. THE law * Do not aim at minors * No link between the alcohol comsuption with physical performance * No contribution towards social & sexual success * Do not show alcohols as a stimulant * Not encourage immoderate consumption *Not shall high alcohol content as a qualityjeudi 29 novembre 12
  7. 7. competitive landscapejeudi 29 novembre 12
  8. 8. jeudi 29 novembre 12
  9. 9. our statement * The basque country and its traditions are unknown in UK * In UK, liquor is not consumed as in France (Needs to be mixed in a cocktail) *There is a paradox : its roots which are on one side the liquor used as a digestive and on the other side the cocktail as a new way of consumption in trendy partiesjeudi 29 novembre 12
  10. 10. STRATEGIEjeudi 29 novembre 12
  11. 11. THE problematic «How to establish Izarra through its identity and heritage on the european market in a legitimate and perennial way while its products tend to be consumed in a different way ?»jeudi 29 novembre 12
  12. 12. Target audience core target 25-35 y.o b2C ABC1 demographic categories middle / upper class Love going out / Friends Music / Technologies / Exhibitions Trendy people Are aware about the lastest trends b2B Professionals / Mediajeudi 29 novembre 12
  13. 13. jeudi 29 novembre 12
  14. 14. strategic reflexion DNA of Izarra * DNA determines the characteristics of a person or something * It is bound to be mixed to obtain the infinite combinations * Izarra has its own DNA comprising its history, its values, its authenticity and tastejeudi 29 novembre 12
  15. 15. our positioning «  Izarra was born to make cocktails »jeudi 29 novembre 12
  16. 16. our promise «  Izarra, unlimited tasty combinations»jeudi 29 novembre 12
  17. 17. creationjeudi 29 novembre 12
  18. 18. creative concept « The perfect alchemy »jeudi 29 novembre 12
  19. 19. D R I N K R E S P O N S I B LY - F O R F U RTH E R I N F O R MAT I O N W W W. D R I N K AWA R E . C O . U Kjeudi 29 novembre 12
  20. 20. DRINK RESPONSIBLY - FOR FURTHER INFORMATION WWW.DRINKAWARE.CO.UKjeudi 29 novembre 12
  21. 21. D R I N K R E S P O N S I B LY - F O R F U RTH E R I N F O R MAT I O N W W W. D R I N K AWA R E . C O . U Kjeudi 29 novembre 12
  22. 22. DRINK RESPONSIBLY - FOR FURTHER INFORMATION WWW.DRINKAWARE.CO.UKjeudi 29 novembre 12
  23. 23. DRINK RESPONSIBLY - FOR FURTHER INFORMATION WWW.DRINKAWARE.CO.UKjeudi 29 novembre 12
  24. 24. media press elle gq metro Total circulation per month :190 000 Total circulation per month : 125 825 Free Newspaper Male/Female: 5% / 95% Male/Female: 83% / 16% London readership: 2 020 000 Average age: 30 Average age: 33 Circulation: 745 000 AB: 34% London/SE: 50% Average age: 31 ABC1: 76% ( 288 000) November/December/Januaryjeudi 29 novembre 12
  25. 25. media press November/December/Januaryjeudi 29 novembre 12
  26. 26. non mediajeudi 29 novembre 12
  27. 27. EVENT b2b To promote Izarra 54 * wine and spirits professionnals and the press relation * In a authentic cellar *A remimber to the basque territory *Pierre Oteiza.jeudi 29 novembre 12
  28. 28. big event The central point of our communication NAME : «The perfect Alchemy» WHERE : Hackney House in Shoreditch WHEN : One week before the London Cocktail Week HOW MANY PEOPLE : 400jeudi 29 novembre 12
  29. 29. big event The starting point « The risk is to interpret Izarra as a chemical brand » The concept « Vegetable/digital » Talk about the origin of the product : the plant «we have made a step back to make a leap forward» From the plant to the cocktailjeudi 29 novembre 12
  30. 30. big eventjeudi 29 novembre 12
  31. 31. promotion of the eventjeudi 29 novembre 12
  32. 32. vegetable qr code Marble arch green park Example of a vegetable QR code Smells of Izarra plantsjeudi 29 novembre 12
  33. 33. event websitejeudi 29 novembre 12
  34. 34. teaser videojeudi 29 novembre 12
  35. 35. Facebook To promote the event on facebook flyerjeudi 29 novembre 12
  36. 36. press relationjeudi 29 novembre 12
  37. 37. Press A press conference relation 2 hours before the big event in hackney housejeudi 29 novembre 12
  38. 38. digitaljeudi 29 novembre 12
  39. 39. web app Mobile App «Make yourself your cocktails with multiple ingredients / Submit them to Izarra» *The most populat ingredients will be used to create Izarra cocktails. * Izarra will test the results * Creation of a data design in the same idea as the graphic codes of the posters. * Izarra will organize events in bars where favourite cocktails will be proposed + Allow Izarra to explore trends about customers’ tastes. + The consumactorjeudi 29 novembre 12
  40. 40. jeudi 29 novembre 12
  41. 41. digital facebookjeudi 29 novembre 12
  42. 42. planning budgetjeudi 29 novembre 12
  43. 43. the planningjeudi 29 novembre 12
  44. 44. the budgetjeudi 29 novembre 12
  45. 45. the budgetjeudi 29 novembre 12

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