The document outlines a brand plan for Amigos beer. The objectives are to make the Amigos brand more appealing to 18-24 year olds and increase brand awareness. The plan is to create 3 flavours of Amigos beer called "The 3 Amigos" and develop characters, promotions, and point-of-sale materials around this theme. Events, sampling, and social media will be used to promote the products to on-trade and off-trade customers.

1. AMIGOS
BRAND PLAN
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2. AMIGOS OBJECTIVES
• Make Amigos brand more cool and attractiv
to 18-24 market
• Increase Brand Awareness and
Reinforcement
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3. Create 3 different flavours of
Amigos Flavoured Beer
AKA the ‘3 Amigos’
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• Create 3 Amigos characters (Juan,
Jose & Javier)
• Options: Hints, Tips, Comic Story,
Collectable Sombrero
Hats to sit on top of Bottles /

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• Sampling Amigos ambassadors (ambassadors
sombrero hat & costume)
• Back bar, fridge & POS displays (sombreros, 3
Amigos POS & inflatable bottles with Sombrero Hats on)
• Bar Staff (sombrero hat, moustache & costume /branded t-
shirts) and Team Sales Incentives
3 Amigos On Trade

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• Amplify the Brand on Facebook through
Mexican Props & Backdrop photos
using RFID technology or social media Photo-
booths
• Product research e.g. What is your favorite
Amigos colour?
3 Amigos On Trade
1000 attendees
400 ave Facebook
friends
2 posts per visitor
2000 posts to
Facebook
Potential reach
400,000 (1,000
visitors x 400
friends)
800,000
Facebook
Impressions
(2,000 posts x 400
friends)
Potential for
second generation
impressions to
amplify event
further
Likes, Share &
Comments
Each post can contain a
web link to further
engage the online
viewers with the brand
i.e.
o taking them to the
brand website
o Facebook page
o other unique content
or
o to redeem vouchers
and offers

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3 Amigos On Trade
Whether it be sponsored Roadshows, DJ Tours, PA’s,
Clubs, Arenas, Festivals or Sporting Events:
o is your Branded Event being aggressively marketed and
promoted to drive footfall to your events
o is your Brand consistently visual throughout the venue for
the duration of your events
o is your Brand engaging and interacting with consumers
o is your brand associated with a successful event
e interaction,engagement, and added value from your marketing investmen

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3 Amigos Off Trade
• 4 pack - Traditional Amigos bottles
• Special variety 6 pack promotions - 2
bottles of each Amigos colour
(could be delivered at high peak trading periods like Christmas
and big sporting events with Sombrero Giveaway)
• Sampling with Amigos stands
(Store staff / ambassador team with Sombrero & costume and 2

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3 Amigos Distribution Channels
rs
ubs
tels
adiums / Arenas
exican / Latin Restaurants
permarkets
nvenience Local Stores
-line
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