This document outlines a marketing campaign for Svedka Rage vodka aimed at college-aged consumers. The campaign will include three phases - "Before", "During", and "After". The "Before" phase will use billboards, magazines, and social media to build awareness. The "During" phase will add television, radio, and a series of co-sponsored parties in select cities. The "After" phase will go national with advertising on billboards, transit, magazines, and maintain the social media presence, with a total budget of over $31 million.

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Svedka Rage
Ricky Sanchez, Sari Elzweig, Jennifer Johnson

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Situation Analysis
 Why did the last campaign fail?
 What do people think of Svedka vodka?
 Who is the competition?

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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

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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%

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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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February Calendar

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March Calendar

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www.facebook.com/youpicktherage

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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 Ad

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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 Ad

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„During‟
 Media Outlets
 Billboards
 Strategically selected radio stations
 Television
 Comedy Central, MTV, Spike
 Only national part of „during‟ campaign

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Party Series
 20 parties over four weekends
 Selected cities
 Two parties per weekend night
 Svedka sponsored nights at bars
 Raise contest awareness

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After Ad

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„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

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Budget
 Total cost - $31,692,851.40
 Cost of parties - $1,757,010.90
 Cost of advertising - $30,143,058.50