9. • Our print advert presents our
Brand as sophisticated, elite and
Superior through the use of minimalist
colours, lines and shapes. The focus
of the advert is on the cool, crisp,
refreshing aesthetics of the ice-cube;
The secondary focus is the KAELA
VATN slogan:
‘A MOMENT OF CLARITY’
Editor's Notes
We intend to market our superior quality, Kaela Vatn water at exclusive restaurants, hotels, clubs and airlines.
Therefore we have placed a lot of emphasis on brand aesthetics; choosing to use a glass bottle, a minimalistic colour scheme and sharp imagery all contribute to our exclusive brand image.
In order to raise our profile will offer a free trial period to the key companies in our target market (e.g Four Seasons and Virgin Airways.)
The bottled water market is utterly saturated with brands such as Evian and Volvic targeting the mass, everyday market. These brands that monopolise supermarket shelves are perfectly adequate for the ordinary masses.
Upon further research we found two brands that appear to be our primary rivals in producing premium bottled water for high-society; Fiji Water and Veen.
Fiji water is fairly readily available in higher-end supermarkets, such as Waitrose and also supplying various luxury resorts globally.
Veen water is yet more exclusive and appears to only be available in very select locations, in fact it is difficult to establish where in fact on can purchase Veen.
In conclusion, the elitist nature of these brands has alienated them from customers. It is our intention to market Kaela Vatn differently; in such a way that Kaela Vatn becomes a household name that is associated with opulence that ordinary people aspire to, and the elite enjoy.
It is our intention to host a launch event at the elite ‘Ritz Club’, London.
To this event we shall invite the most executive CEOs of the leisure and tourism industry, whom we will invite to sample our water and enjoy an evening of opulence.
In this way we will introduce our products to our prospective customers, and open the floor for business opportunities.
Proceeding the launch event, we will build on the opportunities we will have created and offer our prospective customers a trial period in which they can introduce Kaela Vatn to their elite customer base on a free sample basis.
Our sharp brand image and superior taste will undoubtedly prove very popular during the trial period, and our brand image will have become well-recognised and esteemed.
*We will provide our customers with literature to offer their clients during the trial period to inform where Kaela Vatn is extracted, refined e.tc
**Our prospective customers will engage in a binding contract of a baseline order of Kaela Vatn proceeding the free trial period.
In keeping with our brands sophisticated and elite image, we believe that a blanket advertising campaign would be ineffective. Instead, we propose a double-page spread in a few carefully selected publications, for example Tatler.
Another way in which we intend to gain exposure is through sponsorship of well-recognised events and/ or teams. We will approach a group of selected Polo teams and events, to ensure that our image is reaching the target audience of elite society.
We believe that celebrity endorsement is an excellent way to appeal to a wide audience; however it is of course important that the individual/s correctly and truly reflects the brand.
We have chosen two high-profile, British celebrities who we believe thoroughly represent our brand with their undisputed class and elegance: Tom Hiddleston and Emma Watson.
Tom Hiddleston appeals to the male members of our target audience, as stylish, successful, and distinguished gentleman…
…whereas Emma Watson has a massive younger female following, as well as an impeccable reputation and a new-found status as an advocate for humanitarian causes.
