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Svedka Rage Campaign Analysis
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Svedka Rage
Ricky Sanchez, Sari Elzweig, Jennifer Johnson
2. +
Situation Analysis
Why did the last campaign fail?
What do people think of Svedka vodka?
Who is the competition?
3. +
Target Audience
21+ college students
Want immediate satisfaction
Value brand pricing compared to quality
Enjoy partying and expanding their social connections
Driven by want not need
Desire the product based on social and esteem prospects
Take pride in being able to party without having their
professional lives affected
4. +
Campaign Objectives - 2013
Raise visibility for Svedka as a brand by 70%
Getting consumers to switch to Svedka from other brands by
40%
Strengthening brand loyalty from current consumers by 50%
5. +
Positioning
Build a personal connection to the Svedka Rage demographic
“For the 21 and older hardworking college student who wants
to let loose with their friends on the the weekends, our product
Svedka Rage delivers quality in conjunction with affordability,
which makes it the fastest growing imported vodka in the
United States.”
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You Pick The Rage
Contest Overview
Contests „like‟ facebook page to enter their flavors and then
later vote for their favorites
www.facebook.com/youpicktherage
Labels on bottles with link and instructions to vote
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Party Overview
Three Night Svedka Rage Party
Each night themed to a winning flavor color
Promotional Materials
Items for sale
Free items
Extra Attractions
Celebrity guests
Party bus
Provided hotel
Gender relevant entertainment
Contest winner VIP treatment
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„Before‟ Advertising Campaign
Regional
Billboards
Magazines
Maxim and Rolling Stone
Only national part of „before‟ campaign
Facebook „You Pick The Rage‟ page
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„During‟
Media Outlets
Billboards
Strategically selected radio stations
Television
Comedy Central, MTV, Spike
Only national part of „during‟ campaign
15. +
Party Series
20 parties over four weekends
Selected cities
Two parties per weekend night
Svedka sponsored nights at bars
Raise contest awareness
17. +
„After‟ Advertising Campaign
Full national advertising campaign
Billboards
Transit Advertising
Bus wraps in large, relevant cities
Print Media
Maxim and Rolling Stone
„You Pick The Rage‟ fan page goes from voting page to Svedka
Rage fan page
18. +
Budget
Total cost - $31,692,851.40
Cost of parties - $1,757,010.90
Cost of advertising - $30,143,058.50