2. Savanna Dark
Positioning The Sophisticated Alternative to Premium & Craft Beer Functional Benefit Full-flavoured Golden Cider
•6% ABV
•Sophisticated / Premium Refreshment
•Unique and stylish pack Emotional Benefit One of the boys I know what I want and want others to know - First Black glass in the market
3. Creative Rationale
Insight Savanna Dark, the new, full-flavoured, golden cider is hard to ignore in its unmistakable black bottle and so will the men be who drink it. Rationale Now’s the time to step out from the shadows. Leave the grey masses behind you. Be the very best you can be. Second best isn’t good enough anymore. So be bold. Speak up. Speak out. Put on your big boy pants. There’s a new drink in town. So whatever you do… Don’t be taken lightly. With our new full-flavoured golden cider.
4. Savanna Dark
Target Market
-Attracting open non-users to the brand…. Male beer drinkers Black and white 25-34
-Retaining Male drinkers in the category for longer
Consumer Perceptions
-Due to the black glass, consumers percieve the liquid to be a stout – this is not true
5. Savanna Dark
How is it different to the other Savanna’s?
-Matured 50% longer, it is full flavoured
-More masculine How is it the same to the other Savanna’s? - It is line priced (same price as Savanna Dry and Light)
