The document discusses Seagram's Escapes wine cooler brand. It provides a history of Seagram's company and the introduction of the Escapes line. It then profiles the target audiences of 21-44 year old women and 21-32 year old men. The document outlines the brand's personality, value proposition, and advertising strategy to position Escapes as a way for consumers to unwind and escape to paradise. It proposes TV and social media ads featuring characters who experience escapism after drinking various Escapes flavors. A "Cooler Fest" promotional event is also described.

1. Christina Faulkner
03/14/2013

2. History
 Seagram’s has been an established liquor company
since the 1850’s
 Seagram’s Escapes campaign was introduced in the
Autumn of 2011
 Consists of an assortment of 13 flavors: Sangria, Apple
Pomegranate Mimosa, Bahama Mama, Lime
Melonade, Strawberry Daiquiri, Mango, Fuzzy Navel,
Raspberry Lemonade, Cherry Fizz, Wild Berries,
Jamaican Me Happy, Calypso Colada

3. Target Audience
 21-44 (Women)
 Working Women, Wives, College Students
 May not be fans of hard liquor, but enjoy tasty
beverages that can permit a “buzz”
 These Women are lead busy and hectic lives and need
to take a break and relax once in a while.

4. Target Audience 2
 21-32 (Men)
 College Students, Entry-level Career men
 Enjoy watching sports and drinking beer and/or malt
beverages
 Like to enjoy fruity alcohol beverages once in a while,
or when no beer is present

5. Product + Consumer
 What people want: To escape their realities, envision a
tropical paradise, find their “cool”, or drink it as a lighter
substitution for beer or hard liquor
 Purpose of Product: To help the consumer “unwind”
and escape to a happy place while drinking this fun and
tasty beverage.

6. Key Elements of Brand
 Personality: Fun, Paradise, Exotic
 Voice: Relaxing
 Value Proposition: We are providing consumer with an
experience. Serving up tasty beverages that allows
them to take a ride in paradise

7. CTB
 Convince: Married, hard-working women
 That: Seagram’s Escapes makes a great drink to ease
your stress and take you to a happy place
 Because: It’s your escape, you’ll fall in love with the
cool and tasty flavors, forgetting the uneasiness that
you’ve experienced prior to drinking

8. Overall Campaign Strategy:
 Women: Keep sales by women up and get them to
consume throughout their weekly grinds, not just at a
party or on the weekend. Use it as a beverage of
choice to unwind after a long day.
 Men: To bring in more men as consumers. Men who
would consume the beverage as a lighter substitution
for beer or other hard liquors

9. Scenario + Character:
Meet Nancy
 Nancy: White female, 34 years old, married, works a
full-time job.
 Works long hours, and often comes home to a messy
house that she has to clean up due to her husband and
his friends messing up.
 After a long day of work, she returns home to a messy
house, before cleaning she goes to the fridge and
grabs a Jamaican Me Happy, after 1 sip she
daydreams that she's in an exotic place being
pampered & listening to feel-good music.

10. Character 2: Jessica
 22, Librarian (Woman)
 Shy and meek, not very confident or out-going
 Decides to do something different, goes into a bar after
a long day of work, people stare as if she doesn't
belong. She asks for a “Cherry Fizz”, after one sip she
loses her inner-nerd, tosses her bifocals, lets her hair
down & hops on the bar & starts dancing

11. Character 3: Nick
 25, Graduate Student at U of Michigan
 Loud, obnoxious, jokester, raving sports fan and beer
drinker
 While at a party, Nick sees that Escapes are the drink
of choice, but he refuses to drink them. He talks smack
about the “girly” drinks aloud, all the while sneaking off
to chug a few, shoving a few in his pockets, then he
rolls the cooler filled with them out the door, "I'm gonna
get rid of these guys, keep partying”

12. TV Script

13. StoryBoard

14. PR + Promo:
Cooler Fest
 When: Takes place in Mid-March, just in time for Spring
Break and Warm Weather
 Objective: Reps for the Seagram’s brand set up a 21+
event that includes a mini-concert, in which they pass
out the Escape wine coolers to the attendees as
incentives
 Attendees can drink the coolers and listen to music;
unwinding from a busy/hectic/long day at work or class,
or they're just there to try the beverage.

15. PR & Promo (Cnt’d)
 Tools of excitement: Drinking Contest
 How many Escapes Can You Drink in 5
minutes, before you hurl?
 Prize:
You Win Nothing, if You hurl first! If You last all 5 minutes,
You Still Win Nothing!
(We gave out hundreds of free drinks to the attendees at the event already, plus the
drinks are cheap)

16. Relevance:
Campaign & Commercial
 Why: It evokes the emotion that Seagram's Escapes
embody; escaping to relaxation and happiness
 How does it fit strategy: The target audience of the
campaign is included in both the commercial and PR
campaign
 Attract Attention: “Cooler Fest” can become an annual
event, which makes it “Hallmarkable,” It may be a big
deal for the city(s) that it takes place in.